One frequent criticism of the new tests is that seasoned computer users will have an advantage. However, studies show that computer users do no better with the simple point-and-click technology. The GMAT does require candidates to type essays, but business schools themselves expect students to do far more complicated computer tasks, like creating spreadsheets. Opponents also object that you can't know beforehand how long the test will be, and that you can't go back and change your answers. But the new rules aren't unfair. They're just new rules.

More seriously, critics charge Educational Testing Service with using the switch to computers as a naked power grab. ETS, which owns the SAT, GRE, and GMAT, gave for-profit Sylvan Learning Centers an exclusive contract to administer computer tests at Sylvan centers--while owning over $15-million worth of Sylvan stock. ETS's president even sits on Sylvan's board. Also, after years of denying that coaching helps, ETS now hawks its own $50 computerized prep package when people sign up for tests. Test-prep giant Kaplan Educational Centers charges ETS with exploiting its test-writing role unfairly. ETS admits its marketing advantage but lamely claims it doesn't matter because Kaplan is more successful--at least so far.