As low- and middle-skill jobs disappear from the labour market, a major policy objective is to help students gear their education towards higher-skilled, higher-paying jobs. This column examines how aware US college students are of differing salaries and job prospects, and how they influence the choice of degree major. Earning potential and job prospects appear less important than enjoyment of and proficiency in a subject, possibly reflecting that students feel underinformed about the salaries and job status of alumni from their college.