What does college really cost? In this episode of Kitchen Table College Chat, Gary Stocker and Marc DeBoer challenge one of the biggest misconceptions in higher education: tuition is not the same as cost. They unpack how private colleges routinely discount tuition by more than 50%, why sticker prices often have little connection to what families actually pay, and how fees, room and board, books, and other expenses can dramatically increase the true cost of a college education. The conversation also explores what parts of a college bill are negotiable, how families can approach financial aid discussions, and why colleges increasingly rely on fees to generate revenue.

Gary and Marc also tackle the hidden costs that many families overlook, including changing majors, taking longer than four years to graduate, and the opportunity cost of delayed entry into the workforce. They discuss the growing financial pressures facing private colleges, the shift of students toward public universities and larger brand-name institutions, and the long-term implications for smaller colleges struggling to attract students. Whether you're a parent, student, grandparent, or counselor, this episode provides practical insights to help you look beyond the tuition number and make a more informed college decision.