This is from 2019, so it’s not ORD’s friend. Seem like this is a thing.
That looks like a specific "parents weekend" thing though. That strikes me as normal. Tone things down for a week, bring everyone's parents to town so they can spend money and be invested (literally and figuratively).
That's just common sense for relationship-building. A lot of athletic sports have similar events to bring the families together.
Having your mom go through rush with you seems different to me.
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