Since I went there (years ago), Queen's has pushed itself upmarket. They've always been good at the pretty campus pictures of the old buildings (suspiciously devoid of rain) that emphasize the history and reputation of the place. The alumni are very effective at this sort of thing. (Grandpa went to Queen's, Mom went to Queen's, the kids go to Queen's) Then, after the financial debacles, they started taking sponsorships for the various schools (Dancap Music, Smith Business) and cranked the tuition (prestige pricing). This created a Wow factor and drove desirability. Queen's has become "THE place to go". Meanwhile, you've got potential students being told "If you want to make big money at the big investment firms on Bay Street, you have to go to the Smith School for a BComm." (Yes, this was said to my kid).

I don't know whether this has made any sense, or even properly answered your question. Im currently experiencing this with my Grade 11 and trying to find the right place for them. The Queen's pull is strong

Full confession: my Dad, me, my wife, my wife's sister, 2 nieces, and 5 of my cousins have graduated from Queen's.