Agreed. Every public Big Ten is second fiddle to Michigan. That said, Wisconsin does attract wealthy Chicago, Minneapolis and East Coast kids who did not make it into their first tier of schools. The same could be said of Michigan - except that most of the kids going there would consider Michigan to be in their "first tier" of schools, albeit toward the bottom. Didn't make it into Columbia, guess I'll go to Michigan. Next down the list is Wisconsin. From there, I don't think any other Big Ten school holds any particular attraction unless there are special dynamics at play (example: if you are really interested in engineering/comp sci/physics - basically all things tech - then UIUC would look quite appealing). Basically no rich kid from Boston or NYC is saying "Didn't make it into Columbia, guess I'll go to Minnesota or Iowa or Nebraska."