You only get the net price after applying and submitting a FAFSA. The net price is only useful if you intend to go there. It's functionally useless for any other purpose. If the price says $100 then for most everyone it's $100.
College prices are about as real as hospital prices. Sure, some outliers literally pay that much, but the vast majority receive a discounted price for various reasons. When you factor in those discounts, the cost inflation is 2.5x instead of 17x as the article suggests. It's more than a forgettable idiosyncrasy. It's "how it works" and if the author of the article doesn't mention it, they're either so ignorant as to not be worth reading or they're being dishonest.
I thought it was important to give that context.
American higher Ed is often about prestige and branding. The pricing strategy is similar to luxury goods.