In this article, the author expresses his concern about the current state of the profession and the changes in college admission processes. Paper has been replaced with computers, counseling has been replaced with marketing, and the emphasis on "fit" has been replaced by a preoccupation with prestige, or perceived prestige. These changes point to a growing feeling among families, guidance counselors, and the media, that colleges are running a racket, behaving conspiratorially, and even damaging society. The author contends that members of the college admissions profession must pay attention to public perception in order to avoid further tarnishing of their integrity.