The missing middle of online higher-ed

When the campus is reduced to a screen, are Princeton and Phoenix the same? One may indeed think that higher ed going online create some sort of level-playing field, and in fact, may even give the challenger an advantage. This is based on what happened in Amazon-vs-B&N: When the rules of the game change, new and disruptive players can compete better. Technology can trump track record and endowment. But this belies a lack of understanding how higher education works. Education is NOT about the delivery of content: A lot of it is about signalling of value. Amazon could sell the same book as B&N using a different media and the customer could attain the same outcome - the reading experience! The outcome - in terms of expectation and outcome - from Princeton and Phoenix is quite different. Besides, when something moves online, brands become more - not less - important. Metaphorically speaking, if Princeton to Phoenix was a 10:1 advantage offline, it is likely to be 100:1 ...