Issues in the current discussions surrounding educational choice are discussed in this paper, which examines several underlying assumptions through an analysis of selected metaphorical constructs in a selective review of the choice literature. A conclusion is that the rhetorical power of choice is based on imprecise, limited, and ambiguous metaphors for excellence, effectiveness, science, expertise, productivity, selection, and finally, choice itself. The power of choice is derived from its mythological status. Elevating stories through metaphorical transformations to the level of myth obscures reality and diverts attention from the difficult act of true change. Given the realities of practical implementation, choice systems cannot function as the in-use metaphors and their advocates imply. (50 references) (LMI)