As a former Bruin it pains me to concede the fact that USC is far better in SoCal because of the alumni network. If Entrepreneurship/Entertainment is your thing, then USC blows UCLA out of the water. However, if you want to work in finance or MC outside of Los Angeles, I would argue that UCLA has a noticeable edge, definitely in NYC, and even in SF.
The cultures are a little different as well with UCLA admissions more focused on creating team players, while USC is focused on creating leaders. It's similar to the difference between schools such as Kellogg/Tuck (emphasis on team players) and Harvard/LBS (emphasis on leaders).
I understand where you are coming from on the money front. Historically, USC is known to be pretty generous with regards to financial aid.