They are kids

When they go to college? They're grown up enough to be able to understand such things. This was certainly the case in my generation (mind you, in a different country) - if you asked college students why they're there, some would be actually interested in the subject, most would be there because they thought it would lead to a well-paid or at least stable job, and a few would be kids of rich parents parked away to get their requisite diploma on whatever.

Consequently, for most, choosing where and what they are going to study would either be a research project in and of itself, or else they'd just pick one of the few specialties known to pay well. And we didn't even pay for college!