Not all non-athletes are in college for education. Many go to party or base their decision on the level of sports available. On a pre-med forum there was a person choosing med schools that were affiliated with Div I football and basketball. The pre-med student said she couldn't go to Penn State because their medical school was not located in State College where the games were.
It's well-known that some people want to get into elite universities simply to network and make connections.
Even serious students just see college as a trade school. They aren't there purely for the sake of learning, which is what the original intent of college was. They get bombarded with info that college grads make $1 million more in their lifetime over high school grads, so that is why many people are there.
Yup. Reddit had an AMA for college admissions counselors and staff. There were a bunch of people at Alabama's grad school on there commenting, saying they get a bunch of applications from people who just want to "Roll Tide"

Then why do you post in this section? Are you not a sports fan?