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SAT test preparation books sit on a shelf at a Barnes and Noble store in New York City. - 

The College Board – the company that puts out the SAT – is feeling the heat. In recent years, it's continued to lose market share to the firm that puts out the ACT.

The College Board is expected to unveil a new test that's expected to look a lot like the ACT – which means more recognizable to traditional high school curriculum and less esoteric. Testing is big business, bringing in billions for everything from test prep to shower curtains.

And any time there’s a new test put out, it’s a boon for the industry. Though, of course, anyone in this field needs to keep in mind that college and university admission officers are increasingly skeptical of the tests.

Here's one list of schools that have made taking these tests optional for admission.

Follow Dan Gorenstein at @dmgorenstein