Word: cachet
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...Ironically, the most selective colleges, often those that can best afford to give money away, benefit from a kind of Chivas Regal effect, in which buyers are willing to pay for cachet. While Princeton and a few other top colleges continue to limit aid to those in need, their actions are fueling a bidding war among schools eager to win kids away from Princeton--or any other college above them in the perceived pecking order. As a result, observes James Monks of M.I.T.'s Consortium on Financing Higher Education, "financial aid is no longer viewed as a charitable means...
...still leave $1.5 billion in the bank, effectively buying time for the company to figure out how to make more money on its own. Certainly Silicon Valley is rooting for Yahoo to stay independent in a world increasingly dominated by the AOL-Microsoft rivalry. "They do have a certain cachet, being the last Switzerland standing," says Sinnreich. Not that cachet alone pleases Wall Street anymore. If Yahoo is going to be Swiss, it had better find some good cheese and chocolate to sell...
Schor's colleagues agreed that her new post at Boston College has more cachet than her position at Harvard...
...paid thousands of dollars more than for regular airliners to fly the Concorde, not only for its speed but also for bragging rights. "The Concorde meant getting pampered," says Richard Aboulafia, an aviation analyst at the Teal Group in Fairfax, Va. "Uncertainty about the plane eliminates part of the cachet that was crucial to the Concorde's success...
...this for the long haul, you might consider upgrading - either to an actual supermodel (Kate Moss may be available, and now that she's gained a bit of weight, she could probably double as your caddy in a pinch) or to someone with more ethnic cachet, like Jennifer Lopez or Mercedes Ruehl...