I go to Carnegie Mellon and I actually have a friend who works in the admissions office. She's told me that, being a really strong tech school, CMU often gets applications from people who are academically incredible, but may not contribute to campus life, extracurricular organizations, etc. This has led admissions to try to look harder at candidates who might not have gotten an 800 on their SAT math scores, but maybe a 760 with some strong non-academic resume items. Campus life at CMU is definitely lacking compared to other comparable universities, so I think a system like this might be really useful to a school like CMU which is trying to better understand the creative skills and emotional intelligence of potential students.