I think it's much more important to find a good fit for the individual. A lot of people who know they are going to need an advanced degree decide to go to a state university for 4 years and then go to a more "prestige" university for grad school, rather than be $100K in debt and still have 3-5 more years for a Ph.D.
Others really need to go to a diverse college so they can experiment before choosing a major. So much of education is about being broadly educated and having experience at critical thinking - you can learn that anywhere. A kid who thinks he wants Field X and chooses a university based on that alone can be really screwed if he doesn't excel or enjoy that major - he needs to be able to try a new major within the same school, rather than have no choice except to transfer. My kid was positive he wanted engineering, but we kind of pushed him to go to a university with a good liberal arts program as well as a good engineering and sciences departments, so he had options.
Ivy League Schools and others that are very specialized often put so much emotional and academic pressure on students that many are miserable. Some of that comes from the expectations put on them all through high school (parents, teachers, themselves) to get them accepted at the Ivy Leagues that they are totally lost when they get there. A friend of my son's was always pushed by parents (who also told him he was so much smarter than his teachers), he skipped a grade or too, and he was 16 when he finished high school. He was convinced he should only apply to the Ivies. But it turns out he wasn't mature enough to be viewed as able to withstand the pressure, and he didn't get into any of them. He was devastated because he'd been brought up to believe that all other schools were substandard. He went to a state university with his tail between his legs. Too bad he wasn't allowed to be a normal kid.
Finally, I think there's value to going to schools where not everyone was either the school valedictorian or the grandchild of major donors. Diversity is a good thing.
That said, the most expensive schools really have to give major financial aid, because no one can afford them. So often a private university (Ivy or otherwise) gives more money than state schools. We've had many friends send their kids to expensive schools because their share was actually less than a state university in another state (non-resident tuition) or even the state university in their own state.
I think factors like school size, diversity, setting (urban/rural), "town/gown" relations, available majors, class sizes, uses of Teaching Assistants vs. professors, strength of residential living programs, and many others are worth looking at to find the right match.
And I think kids should have a normal adolescence and not be hell-bent on studying all the time to make it into a specific school. Our neighbor was determined to take all AP courses and get As, and he didn't wind up getting into as "good" a school as my son, because he was socially immature, had no real creative of thinking skills (just regurgitated facts on tests), had few activities, and couldn't really interview well because he wasn't as well developed as a human being. My son didn't have top grades but got into a much better school because he was a leader and more confident.
We also didn't use a college coach, but a lot of people do, to help narrow down the choices.