HIGHER EDUCATION BUBBLE UPDATE: Chris Bowyer: The First Person In My Family Not To Go To College. “The word ‘college,’ for many of us, conjures up feelings of integrity and learning, of expanding one’s knowledge and promise, and of a collaborative process by which the learned people in society help the next generation achieve what they did. But the reality is not so grand. Colleges are a business, and they have no qualms about doing what is necessary to extract as much from prospective students and their families as possible.”