There's a contrarian theory presented by Robin that people go to highly reputable schools, visit highly reputable hospitals, buy highly reputable brands etc. to affiliate with high status individuals and institutions.
But what would a person who completely didn't care about such affiliations do? Pretty much the same thing. Unless you know a lot about schools, hospitals, and everything else, you're better off simply following prestige as proxy for quality (in addition to price and all the other usual criteria). There's no denying that prestige is better indicator of quality than random chance - the question is - is it the best we can do?
It's possible to come up with alternative measures, which might correlate with quality too, like operation success rates for hospitals, graduation rates for schools etc. But if they really indicated quality that well, wouldn't they be simply included in institution's prestige, and lose their predictive status? The argument is highly analogous to one for efficient market hypothesis (or to some extent with Bayesian beauty contest with schools, as prestige might indicate quality of other students). Very often there are severe faults with alternative measures, like with operation success rates without correcting for patient demographics.
If you postulate that you have better indicator of quality than prestige, you need to do some explaining. Why is it not included in prestige already? I don't propose any magical thinking about prestige, but we shouldn't be as eager to throw it away completely as some seem to be.
As I recall, haven't we linked and discussed before studies showing that lifetime earnings of those who turned down Ivies for top-but-cheaper schools were comparable to those who went? By that standard, prestige is inefficient. (And I've seen advice to this effect, too, in college guide materials.)
I have also heard that an increasingly common strategy among undergraduates in California is to go to one of the feeder community colleges and only go to the prestigious schools like UCLA or Berkeley for the last 2 years. (Although I read this in Steve Sailer who was busy mixing it up with his theories about canny Asian parents maximizing the bang for their buck, so reader beware.)
These 3 points suggest to me that it is known that prestige is not identical to quality. There are a few possible explanations that occur to me.
Perhaps the target demographics of the 3 points are people who cannot take advantage of the financial aid offered by prestigious universities but perhaps not by the higher-quality but less prestigious institutions. (Prestige attracts donations, which enables things like Harvard's attend-free-if-you're-poor. Obviously qualified poor kids will much prefer Harvard to, say, Cornell, even if Cornell is more quality; it's basic math. But for a middle-class kid who doesn't qualify?)
Perhaps the lifetime earnings are similar or higher elsewhere but one is compensated for the poorer education/higher-expense with intangibles like being part of a tradition, everyone knowing of where you went, or...
Having more power thanks to the prestigious institution & networking. I think of John Kerry; leaving aside the marrying-into-wealth, he has exercised a great deal of power of the years, so you certainly couldn't call him a failure, but I suspect his lifetime earnings are vastly less than if he had gone to a higher-quality-but-lesser-prestige school which funneled him into private law. (Kerry first really got into politics at Yale, but if you don't think his example works, how about Barack Obama? Without the prestige of Harvard, would he have gone into local politics/community-organizing & thereby forfeiting the lucrative lawyering career one could expect? But notice how much power he got in exchange.)
So that's 3 or 4 ways in which prestige could be very closely aligned to quality and yet remain permanently different.
NO! they said the opposite! They said that school SAT scores don't predict income, but they also say that the cost of the school, even among private schools, predicts income. In recent cohorts, it was only a normal return on investment, but it was positive.
The final version also makes, if only by omission of the previous version, the claim that school prestige doesn't predict income. This is facially absurd and very hard to reconcile with the tuition effect.