Everyone knows money is important. For those privileged to have enough of it, money is not an obstacle for living a decent life or for college access. For the children of the "haves," the cost of college is a consideration, perhaps, but it doesn't predetermine the future. However, within the urban public school arena where the author has worked for four decades, the assumption that "money isn't everything" is patently false. They hope our students will receive adequate scholarships or federal loans. They urge students to go to state colleges and universities where tuition might be more affordable. They counsel kids against taking on too much debt. But no matter what approach they take, cost is a huge obstacle in accessing quality higher education. The author is convinced that higher education institutions have a responsibility to find solutions to alleviate the financial constraints for low-income students, first-generation students and students of color.