School choice is increasingly promulgated as a promising education reform policy for failing urban schools, but no solid evidence has yet shown the promise fulfilled. The authors argue that choice based on market theory without a moral center is insufficient. Without a moral foundation, such market-driven choice programs may actually disadvantage some children further. A market approach, absent a moral perspective, fails to encompass all the necessary dimensions for an educational system that can fulfill the traditional commitment to the common good and effectively serve all urban children, their families, and society. Six moral principles are offered along with examples of reform initiatives that may begin to evidence a morally-centered market viewpoint.