I live in an area that is a hot bed for women's lacrosse. Several students from the local high school every year go off to play D1. When you talk to the parents, they all see athletic scholarship dancing in their head thinking it is like a football or basketball scholarship...most of them do not even realize that their daughter will be getting probably at most a 30% scholarship. When you consider they decide to go to a public state school as an out of state student, even with the 30% scholarship, it is still costing them 30 to 35K a year.
I know someone who got offered a 30% scholarship from a B1G school, not PSU, it was out of state, cost would have been $40K a year. The coach told them if the kid did well they could get more money, never mentioned if the kid did poorly athletically or got hurt, the kid could get less.
Parents saw through that, kid went to a private school and after all the aid, pays $14k a year.