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Yep. It largely goes into physical rec facilities.
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Coach K was the highest paid employee of Duke University. I'm sure various sports coaches are. Utterly a sham if you ask me, though a lot of students love that stuff... so it makes financial sense for the colleges to attract enrollment and attract donors... just don't call it education...
That was lumped into the "social training" part in my mind, though as I just mentioned to @SimpleStacker, I should have unbundled that one. (How ironic.)
I read an article once that this inflation of benefits was one of the chief reasons for escalating tuition prices -- some of the more prestigious schools are transforming themselves into combos of cruise ships + Disneyland.