Not just the latest fad. A condition of doing business, like the fax or telephone. Use of the Web creates a level playing field. Little schools look like big schools. Can compete with traditional media outlets.
Front room provides education and counseling.
Greater efficiency in the back room. Doing more with the same number of staff. Handle more students, bigger FA budgets. Shift the focus to consumer education and counseling. A friendlier, less bureaucratic, more personal financial aid office.