In 2007, "self-directed support" was introduced in adult social care in England to establish choice and control--in the assessment process itself and over service provision--for "all" service users. The personalisation agenda is underpinned by a range of ideologies, particularly a civil rights empowerment approach and neoliberal market discourses. This research sought to explore how tensions between these discourses are reflected in the operation of self-directed support, particularly in the light of the changing political and economic climate. The small-scale study involved semi-structured interviews with 13 participants: six professionals from a local authority social care transformation team, five from a user-led organisation and two national experts. The findings suggest that whilst the choice and control agenda may be consistent with market discourses, it is not compatible with neoliberal aspirations of cost-cutting. To maintain trust and provide as much opportunity for choice and control as possible, the adjustments being made to the personalisation agenda in the light of the current budgetary pressures need to be made explicit to service users.