Money is way too cheap for college students. You can get a government subsidized student loan for any amount, so they can charge any amount. Those loans have to be paid off, so they know that they will get their money.

Take away government subsidy, or at least make getting a student loan difficult, like getting loans for other things, and I think you will see the trend reverse.

This is why I love the church schools. I get that it is totally subsidized by the church, but there is no better value in education in the world, than at an LDS church school.