As a father planning for his children's education, many years hence. I go to these schools websites and look at their tuition. It is beyond all reason for all but the very wealthiest. My house doesn't cost that much. And I have two children. So yes, unless their academics are far beyond the pale and their SAT scores are maxed out, I'd discourage them from applying.
Never judge the cost of a college by the posted tuition fees. Schools give lots of financial aid. The only people that actually pay the posted rates are the people who can look at those numbers and not even flinch at the thought of them.
The high posted rates serve one purpose - to shift some expenses toward the really rich people that attend. Most people will get some form of financial aid, usually knocking off a large portion of the expense.
The high base rate + lots of aid available approach lets them shift more of the cost to the students with plenty of money and cut more breaks for those with less money.