There's a market for getting underqualified students into fancy universities via legalized semi-bribery, but it would be bad for their image if they openly admitted to it. Hence the obfuscation.

"In the United States, legacy admissions in universities date back to the 1920s. Elite schools used legacy admissions to maintain spots for Anglo-Protestants amid fears that Jews, Catholics, and Asians were increasingly taking spots at the schools.[7][8]"

https://en.wikipedia.org/wiki/Legacy_preferences

How do you think some of those fancy new wings/building get their names?

Where I come from some are named for illustrious alumni, some of whom financed the building. But as far as I know it didn't give their offspring an easier way to get accepted as students.