I don't follow recruiting, but it seems to me that the whole recruiting "game" is very profitable to some people. And I'm not talking about the players or schools (there are other threads for those opinions). I'm talking about organizations like Scout and Athlon and maybe Phil Steele, etc. They make money selling magazines and websites with updates on recruiting.
So here's how I imagine things can happen: Joey-Joe-Joe is a stud high school player, but for whatever reason, he is looking to go to a small school, not known for being a football powerhouse. They might rank him as a 3-star instead of 4, or 4-star instead of 5. Why? No one wants to read about Southwest Poopville University getting a great recruit. On the other hand, if Bigtown Getoutofmyway State signs Franky-Frank-Frank (who is good - not great), they might rank him 4 stars, instead of 3, or 5 instead of 4, because that school has more fans who will buy more magazines because they want to read about this great recruiting class they're getting.
What do you think? Any validity to my guess?