Much has been made in recent years of increasing the choice of the citizen-consumer.This article argues that the concept of ‘increasing choice’ is far more problematic than at first appears and has little intrinsic value in itself.Choice is only to be valued in itself in the sense that the process of choices or decision-making plays a part in our own preferences.To justify the introduction of the market process on the grounds of increasing choices is doubly wrong; first, increasing choices is not in itself valuable and, secondly, what is valuable about tha market has little to do with choice.