I'd be curious what you consider to be a rich kid, and how many of them you think there actually are, since you say there are "a lot" of them. 

So what is a rich-kid? Comes from a family making more than $250,000 a year maybe, just to use a number frequently used by the President as a cutoff for being wealthy? That's less than 2% of households. And since well-off people tend to have significantly fewer children than less well off people, they will have fewer children to send to college. So 1% of the kids getting these scholarships would come from families at incomes greater than 250k per year, and a lot of them probably go to other Universities anyway. So I do not think "a lot" of rich kids are getting these loans, unless you have a radical view of what is rich.