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In this article, the author discusses the role of families and students in regard to the financial aid given by them for the future of higher education. The author refers to an paper that was published in the June 6, 2005 issue of the newspaper "The New York Times," which gives details of how changes to the federal formula have increased the amount that students and families must contribute toward college expenses before they are eligible for financial aid. The changes to the federal financial aid formula coincided ironically with General Motors Corp.'s introduction of its "GM Employee Discount" promotion. In this promotion, the failing automaker is offering a discount to all its customers equal to that given to its employees, dearly hoping to drive a few more consumers to commit to a five-figure purchase.