I had the same feeling in b-school, but our professors always told us, "You are not the customer. You are the product!"
Students are the school's product, it's true, but I don't really care what they get out of me coming out of their institution, I care what I get out of it. That's why I'm there. In fact, that's a pretty self-serving statement from your professors and sounds more like administration-speak bullshit.
However, pretending for a second I agree with them, we are also each our own product manager and brand manager and as such have the discretion to determine what form and packaging the product should have and how it should be presented to the market.