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It's pretty clear that they have a national "brand" and a mandate to be the "hot house," although they didn't used to. About 20 years ago, they had several failing chapters at big Greek schools (Cornell, Duke, Mizzou, and UVA) that they "revitalized" (their term) by putting all the actives on alum status and recruiting a brand-new chapter of hot party girls. And it worked, because those chapters are considered top/upper middle today. Over time it became an overall recruitment strategy.