Something in the archive of the NY Times Sunday Review about the heating up of application season caught our attention. Not only are colleges marketing like crazy these days, but students are casting their nets ever wider in the number of applications they submit. The internet makes this easy. Students can apply to multiple schools using COMMON APP, while schools in turn can whoo their applicants on social media, mobile apps, and retargetting advertisements. And, is there a darker side to the whole process?