Berkeley prof derides marketing of education: "While the change in emphasis is a two-way street -- potential students expect a spalike atmosphere these days as much as the colleges are willing to provide it -- Kirp puts the blame squarely on the shoulders of university enrollment managers who have put the perks ahead of the basics in order to have a competitive edge.

Today's atmosphere clearly bothers Kirp. He says students should be 'acolytes who come to college to develop their preferences, not consumers with prepackaged preferences that a school must satisfy.' "