"Regarding buildings and marketing: you have to work hard to attract the absolute top students"

Bullshit.

Relatively recently, the very top students lived in crappy dorms and ate standard issue cafeteria food and worked out in mediocre gyms. None of which mattered. Because they had top rate professors and high academic standards and intelligent peers competing against them. Throwing away money on fancier buildings and food does absolutely nothing to increase the quality of education.