The generic rankings systems like US News lead colleges to do unnatural acts to try to climb the rankings: boosting tuition and spending the money on things that improve your ranking, for example. Or encouraging all students to apply to reduce your admit rate. Or introducing early decision, forcing students to commit to coming to your college even though their chance of getting in is small, because that boosts your yield rate. Or even just lying about your own statistics.
All of those actions are feeding the system that makes it harder on applicants and harder on colleges. If you were to try to improve your rankings on this system, it leads to a very different set of actions: since every search is different, colleges would instead be rewarded for finding niches that many students need that are currently underserved.
We'd like to help this process along, and I suspect ultimately if this succeeds that's where the business model lies: colleges pay to give us demographics of students they want to target, and we can tell them what kinds of things students like the ones they want to target are searching for in a college. What is the average rank they have in those student searches, and most importantly, what characteristics should they improve to show up in more of those searches. The colleges will benefit by finding their niche, rather than all competing based on the same criteria.
Plus we can help colleges target students in ways that help the students and don't cost the college valuable financial aid $. After all, if you're looking for physics students, or students from rural areas, and are willing to give them a boost in their admissions chances, that by itself should help draw their applications *but only if those students know about it*. It's a benefit to that physics student you're trying to draw to your school to build your physics program to know about that, and to you as a school.