While I was writing this morning on the chapter on prestige and class I realized that college rankings, all about money, are the same simple system that consumers get from designer labels. More expensive is better, more well recognized is better. Who needs to know more? The cultural capital necessary to evaluate product quality, from suits to shoes to colleges, is not an easy thing to acquire. It is far easier to rely on a simple ranking and a list. So, should we recognize this reality and brand our colleges using the designer label approach. Haven't highly prestigious colleges already done that with licensing for the myriad of products that use their logo? Decrying the college ranking system is like decrying designer labels. While I do both, it is like the voice in the desert. No one is listening above the hubbub of designer label shoes and colleges rolling around in the media flux.