https://www.washingtonpost.com/archive/entertainment/books/1989/11/19/do-you-have-what-it-takes/eeddc744-f24c-4e92-a6a3-517807f3c41e/
"Moreover, some 90 percent of college applicants get into either their first- or second-choice school, according to the American Council on Education. But for a small group of colleges and universities -- perhaps 40 at most -- considered the tops in the nation, the competition is fierce. Selective institutions have always been difficult to get into. But in the last decade or so, with so many academically qualified candidates to choose from, admissions officers acknowledge that many decisions are based on other factors: race, geography, alumni connections, talents, special interests and personality. The process is perplexing for students and parents who have assumed that a stellar academic record and high SAT scores are all that is necessary to ensure acceptance by the prestigious college of their choice. The admissions process itself is grueling for students and college admissions officers alike. "
I did not really remember it that way (having attended a selective school mentioned in the article). The trends identified in the article have accelerated so that the selectivity has continued to increase (eg Stanford at the time admitted ~18%). Also, the number of "selective schools" has expanded. But otherwise, you could imagine the article being written this year instead of 1989.