You might ask, Why do so many colleges use the Common App instead of requiring individual applications? Individual applications would make it harder for students to apply, so each application received would be a stronger signal of interest. The answer is that while the very top schools can do what they like, all the others must face the fact that the Common App has become a very thick marketplace. It attracts so many applicants that a college that now insists on individual applications might not get enough applicants, since many students are drawn to the convenience of using the Common App.
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