As students compete for college admission, some are tempted by invitations to join honor societies that promise learning opportunities, scholarships, and a leg up in the college admission process. Yvonne Vissing explains how these organization target millions of students each year, encouraging them to purchase "opportunities" that fail to deliver on their promises. The frauds are often difficult to spot, because many use the slick marketing tactics of lucrative businesses. Despite lawsuits and consumer complaints, they continue to proliferate, often forming partnerships with businesses that have a financial interest in marketing to or manipulating students.