The people pushing for this the hardest are the colleges and universities themselves.
The LAST thing they want is for people to actually apply a cost-benefit analysis to the choice of whether to go to college.
Because if people did, enrollment at colleges nationwide would probably drop 50% or more.
Once everybody has a BA, what is the value of a BA? Virtually nothing. In some industries it's already to the point where merely being a "college graduate" doesn't even open the door anymore. Unless you graduated from an ivy league school, if you don't have an advanced degree or some significant experience, your resume goes into the circular file.
IOW that BA in "communications" from Drunken State University is about as valuable as your "employee of the month" trophy from Wendy's.
Colleges and universities are the perpetuators of the biggest scam currently running in the USA - the one that says "if you don't go to college and get a degree, you won't be able to get a good job." So we have people with BA's in Creative Writing slinging coffee at Starbucks while businesses that employ technicians are having to import them from other countries in order to get their work done.