Barely anyone pays full tuition.
Look up the statistics for any of the big colleges that share numbers. It’s usually less than 10% of students paying full tuition. Significant numbers of students pay under $10K and many pay basically nothing at all.
It’s still too expensive, but the myth that everybody is paying $50K/year at these colleges needs to die. It ends up convincing a lot of people who shouldn’t be paying that much that everyone else is doing it and therefore they should too.