Choice is important to everyone, for one's identity as well as one's material satisfaction. Everyone has choices, but even the head of state's choices are constrained. In recent years choice has risen up the political agenda in the UK. It has become a key component of the drive to reform public services such as health and education. The simple/simplistic argument is that increased choice will drive up quality and efficiency, as consumers shop around, express preferences, and put pressure on the providers of these services. To advance the degree of choice in education, the UK needs to better understand the factors that constrain it and takes steps to reduce them.