Selective private colleges including Emory, Tufts and Smith are expanding or marketing free‑tuition programs aimed at middle‑income families, raising the household-income cap on eligibility as institutions compete for enrollment and seek to blunt affordability concerns. Emory announced plans to extend its Emory Advantage program to make tuition free for families earning under $200,000. Financial-aid experts say the move is as much marketing as net new aid: many qualifying students already received scholarships that covered tuition. Still, the promises may shift admission choices and improve yield among price‑sensitive applicants. Observers caution institutions must ensure sustainability and clarity about what the guarantee covers—tuition only, or broader cost-of-attendance elements such as room, board and fees. The offers reflect institutional responses to demographic headwinds, enrollment competition and public scrutiny over college affordability.