The paper argues that neo-liberal education policy has capitalized on a historical concern to care for the self, or the Greek "epimeleia heautou". We discuss "epimeleia heautou" in relation to education policies that emphasize greater choice in curriculum offerings, and in relation to school choice policies more generally. Thus, a premise of our argument is that school choice policies accommodate a much greater range of selves to be cared for. The analysis examines the neo-liberal subject, "homo oeconomicus", in relation to education policy that produces choices of the self and choices for its care. We conclude by discussing conceptions of the self in relation to two aporias of neo-liberal educational equality produced through ethnic-specific schools.