It made filling out the proper forms easier.

A year ago, applicants were asked to write two 500-word essays as supplements to the standard one that’s part of the Common Application, an electronic form that Swarthmore and hundreds of small colleges and big universities accept. This was slightly more material than Swarthmore had previously requested, and it was more than many other highly selective schools demanded.

This year, it’s asking for just one supplemental essay, of only 250 words.

Swarthmore is hardly alone in its desire to eliminate impediments to a bounty of applicants. Over the last decade, many elite colleges have adjusted their applications in ways that remove disincentives and maximize the odds that the number of students jockeying to get in remains robust — or, even better, grows larger.

In one sense, that’s a commendably egalitarian approach and a sensible attempt to be sure that no sterling candidate is missed.

But there’s often a less pure motive in play. In our increasingly status-oriented society, a school’s reputation is bolstered by its glimmer of exclusivity and by a low acceptance rate, which can even influence how U.S. News & World Report ranks it. And unless a school is shrinking the size of its student body, the only way to bring its acceptance rate down is to get its number of applicants up. So, many colleges methodically generate interest only to frustrate it. They woo supplicants for the purpose of turning them down.

It’s a cynical numbers game that further darkens the whole admissions process, a life juncture that should be exhilarating but is governed these days by dread.

It depersonalizes the process, too. Ideally, colleges should want students whose interest in them is genuine, and students should be figuring out which colleges suit them best, not applying indiscriminately to schools that have encouraged that by making it as painless (and heedless) as possible.

“Colleges are actively saddling themselves with a whole group of applicants about whom they know little and who, in turn, know little about them,” Lauren Gersick, the associate director of college counseling at the Urban School of San Francisco, told me. “You have a whole bunch of people fumbling along and freaking out.”

In a story in The Times last weekend, Ariel Kaminer observed that it’s not uncommon these days for an anxious, ambitious student to submit applications to 15 or more schools. Kaminer rightly cast this as a consequence of the overheated competition for admission to the most elite ones. Students spread their nets wider in the hopes of a good catch, and the Common Application abets this.

But so do the schools, which hawk themselves more assertively than ever. They fly in counselors like Gersick and give them elaborate sales pitches. They send their own emissaries out into the world, armed with glossy pamphlets. They buy data to identify persuadable applicants and then approach them with come-ons as breathless as any telemarketer’s pitch.

A recent email that Rensselaer Polytechnic Institute sent unbidden to one high school senior invited him “to apply with Candidate’s Choice status!” (The boldface letters and the exclamation point are Rensselaer’s, not mine.)

“Exclusively for select students, the Candidate’s Choice Application is unique to Rensselaer, and is available online now,” the email said, after telling its recipient that “a talented student like you deserves a college experience that is committed to developing the great minds of tomorrow.”

“The marketing is unbelievable, just unbelievable,” said Kay Rothman, director of college counseling at the NYC Lab School, in Manhattan. “There are places like Tulane that will send everyone a ‘V.I.P.’ application.” She told me that she routinely had to disabuse impressionable students of the notion that they’d won some prized lottery or been given some inside track.

A certain amount of outreach and promotion is necessary, even commendable.

“I don’t think colleges are guilty for marketing their product,” Kathleen McCartney, the president of Smith College, said when I spoke with her last week. “Colleges need to explain to students what their product is about.”

And there can be other rationales for what looks like a loosening of application demands. Smith and several other similarly prominent colleges no longer require the SAT or ACT, and McCartney said that that’s not a bid for more applicants. It’s a recognition that top scores on those tests correlate with high family income and may say more about an applicant’s economic advantages — including, say, private SAT tutoring — than about academic potential.

JIM BOCK, Swarthmore’s dean of admissions, said that by lightening the essay load for its current applicants, the college was less concerned about boosting its overall number of applicants than about making sure candidates of great merit didn’t miss out on Swarthmore and vice versa. He mentioned the hypothetical example of a high school student from a low-income family who works 10 or more hours a week and doesn’t have ample time to do different essays for different schools.

“Sometimes asking too much is asking too much,” he said in an interview on Friday.

But will Swarthmore’s applicants this year give quite as much thought to its suitability for them, to whether it’s the right home? I’m betting not.

When it’s a snap for a student to apply to yet one more college and each school is simply another desirable cereal on a top shelf that he or she is determined to reach, there’s inadequate thought to a tailored match, which is what the admissions process should strive for. It’s what the measure of success should be.

That was the feeling expressed by a group of counselors and consultants in a thread of Facebook comments last July about colleges doing away with supplemental essays.

One of them, Laird Durley, wrote that students insufficiently motivated to write something extra for a school “probably shouldn’t go to those schools anyway,” and he rued the extent to which simply gaining admission to a school with a fancy name — any school with a fancy name — ruled the day.

“It is harder than ever to sell ‘fit’ as opposed to ‘logo affixing,’ ” he wrote, adding that “what you will learn there” has taken a back seat to a different consideration: “Look at my brand!”