These prices look like they include room and board and such after spot checking a couple, e.g. http://undergrad.osu.edu/cost-and-aid/basic-costs gives in-state tuition for an incoming freshman of 11K per year.
You can argue that talking about tuition alone is misleading, but it wasn't included 15 years ago either, and yet 10K/year for in-state is around where things were back then too, IIRC.
Easy federal aid money certainly helps push up the price tag. It's effectively a subsidy.