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Ok so even if we're generous with the numbers...how does a change of ~ 1000 (what is that, 100,000 at most in extra monay?) justify a million+ spent on gaming ranks?
It's not just that money, but, as someone else stated, the additional money from donors and alumni. A big press notice goes out when you enter the Top 10 and people are attracted to numbers and donate more. Pritzker was #22 in 2004 and #8 in 2014 - someone decided that this was important for a variety of reasons, I'm sure.