We are what most would consider upper middle class and were self-employed.
During the first four years of college for two kids attending the same school (there were two overlapping years), and due to some serious financial planning, the sticker price was cut 50% (we got a "twofer)". It enabled us to pay the full price for the last two non-overlap years (which was extremely financially painful). (In 20 years, we'll give the kids the bill.)
The schools with the best FA even take into consideration the $$$ spent on younger siblings in private school in giving more aid.