Turning down a top school?

I was recently accepted to a top, let us say, 15 school. Early in the cycle, I was accepted to a school ranked 50-100 and already given a merit based scholarship that covered 1/2 of my tuition.

I attended the top school during undergrad and the other for PB soon after graduation (DIY PB because I had never taken the pre reqs). In addition, they were the only schools I completed secondaries for.

The thing is, I feel pressure to take the top school because of the name. I agree that it's a better school and I know I can do well at either place, but I feel the culture at the "lower tier" school is more me. Am I crazy to not want to go to the top school? Should I just wait to see what they offer financially?

I'm just looking for opinions. My head is telling me to go to the top (I did like it during undergrad) but my heart is pulling me in the opposite direction.

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Turning down a top school?