The phrase was new to me but the concept and the consequences are very familiar. William G. Bowen, in giving the keynote address at the recent TIAA-CREF Higher Education Leadership Conference, talked about students and their families underinvesting in higher education. Given the important economic and social benefits of higher education, why would there be underinvestment and how does this work? The reason for the underinvestment is simple — many families are looking for a bargain. They are looking to get the degree at a lower cost or possibly at the lowest cost possible.