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As higher education tuition continues to rise in the United States and globally, other costs impacting students, such as fees, parking, and housing, are rising at a similar pace. Concurrently, more higher education institutions are focusing on creating boutique experiences for students, including the option for single-unit housing. This paper analyzed the costs associated with single-unit housing at the ten largest college campuses in the United States compared to the costs associated with multi-unit housing and off-campus living. The changes in preferences for students associated with their college experiences, when partnered with higher costs of living and off-campus housing, create an unsolvable, wicked problem.