I'm so glad you're talking about this, because there is a definite stigma out there. The stigma is from parents. If you ask most parents what their dream is for their children, they will say that it's for their children to go to university. They never think about colleges.
Why? They don't know what's happening in colleges. They don't know that colleges offer degree or postgraduate programs. They don't know that apprenticeship can lead to ownership. You just gave a good example, that of Mr. Stronach.
The other thing that I believe is a problem is guidance counsellors—most guidance counsellors went to university and again they don't know what's happening in colleges—and teachers, because teachers got their training in universities. That's a big part of the problem.
What I would say the government could do is institute a national campaign to talk about what trades are, what in fact the various careers are. I would say that post-secondary institutions should be obliged to have on their website information about what is happening to their graduates. All the colleges and institutes and polytechnics do that. It means that the students know that within six months they will find a job in their field.