If you’re a good enough student a lot of privates will look at the State on your return address and match (merit based, need based) the flagship.... the word scholarship can be very very deceiving and it is CERTAINLY used as a recruiting tool (which RU doesn't seem to engage in anywhere near as much). For a NJ high school student they might get a couple thousand a year in an "academically earned scholarship" but the cost of attending that school, with that scholarship is still higher than attending Rutgers. (because for privates and out-of-staters on publics the cost is significantly jacked up 2-3x what RU charges for in-staters)
BUT the parents get to brag to friends and family that lil Sally got scholarship money at this beautifully maintained southern school. So the parents are now filled with pride. And that even leads to them openly bashing Rutgers because they wouldn't offer Sally scholarship money. (but RU is cheaper and perhaps still the better value)
That is one way that the in-state perception and reputation amongst parents, counselors, and neighbors is sour towards RU.
If you’re not, you’re going to pay. And that’s where your zip code comes in to play.