in Fleming's last year (2000) the mean ACT was 21.6 with 271 freshmen having an ACT of 25 or better and 40 having a 16 or less. In Thames' second year (2003) the mean was 20.8 with 240 freshmen having an ACT of 25 or better and 137 having a 16 or less!
Maybe the "business" is not doing so well. Perhaps that will get the attention of alumni who care about more than sports.