you are right, but that distinction might only be a bit more relevant for "top" applicants. all schools have to sell themselves regardless of the applicant's stats.
i'll entertain myself here for a minute. for example, if there is a "top" school, let's say a mercedes-benz dealership, then the salesman does have to do
some selling, but they know that the caliber of customer that comes to look is pretty high, so the brand does sell itself to a certain point.
in the same light, if nyu is the honda dealership, the salesman may have to sell slightly harder to "top" students than the benz salesman, but he also knows that he has a much larger volume of "top"
and "non-top" customers that come to look, so this brand also sells itself.
both salesman want your money, and the reality is the "nyu, temple, and others" are probably having an easier time getting it.
note: i prefer my state school because its a volvo.....safer/cheaper than a benz with the same amenities.
second note: in the case of private schools and my analogy, hondas that cost as much as a benz??