Really good article from Tony Bates that comprehensively answers the question in the title. It begins with a dead-on accurate remark about hiring consultants, and then explains why the Canadian higher education market is what they call 'mature': costs are lower in Canada than the U.S., Canadian education is already high quality, and most every Canadian already has access to the learning they need ("51% of Canadians go on from high school to university, and 60% to some form of publicly-funded post-secondary education"). Conversely, Canadian universities face significant barriers marketing in the U.S.: "the U.S. accreditation system is byzantine and bizarre, and totally ill-adapted to the move to online, distance education." Also, "many U.S. citizens don't even know where Canada is, let alone know whether the University of Waterloo is a bona fide institution."
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