99% of college students and 100% of college administrators whose schools will all cease to exist if they can't convince those students to enroll and pay tuition.
They most certainly are. Their continued survival requires keeping revenue at or above expenses just like any other business. They have employees. They have customers. They sell merch. They have professional sports teams (which don't pay their players). They even own hedge funds (which don't have to pay taxes).
99% of college students and 100% of college administrators whose schools will all cease to exist if they can't convince those students to enroll and pay tuition.