You are a million miles away. Why say that?
It is mostly to do with a huge increase in marketing and legal (people whose role is to stop the university being liable for things), HR, and executive assistants for senior management (as well as masses of international travel for these)
I can't speak for the USA, but in this country I think it's strongly tied to the tendency, enshrined by Blair but probably begun under Thatcher, for public bodies to be run as if they were businesses, with pupils, students, patients and so on regarded as 'customers' and a concomitant obsession with 'giving value for money' and quantifying, assessing, analyzing and reporting on everything to the Nth degree. So not only do you now have a whole cadre of professional assessor-reporters, but of course the quality of the assessment and reporting has to be assessed and reported on. And each new czar, nabob and mugwump naturally requires his or her own secretary, PA and so on.
It's true that there are now positions such as diversity officer in some big organizations that didn't exist a generation ago, but that's just one person for an organization of hundreds or maybe thousands of people, and in universities (which is what people are usually talking about when they talk about this kind of thing) they're more likely to be student volunteers or sabbatical officers than paid staff.
Edit: what droid said, basically.