It's the cost of getting a college education in the US that turns people off from it. Those who can't afford it often tend to rationalise it as "unnecessary". And unfortunately that idea seems to have spread in the US, without much challenge, as more and more Americans have been unable to afford a college education. This seems to have had a social "affirmation effect" on US society. So much that we even find that sentiment here in HN - "College is a waste of time and money." The consumer psychology is similar to those who buy a "premium" expensive product, like Apple iPhones or macs, and then irrationally defend it when its obvious faults are pointed out to them. The lack or abundance of wealth really does weird things to our way of thinking.