Of course, but it is very much up to the parents which product they want to buy (another problem of private schools to be sure). There are several that focus on rigorous academics, language immersion and even world travel.
They don't necessarily know what is marketing and what they are buying, and the few truly top schools are selective. Private school teachers are also paid less & have worse benefits. It would be great if the private system had it all figured out but they don't.