Research points to sections of the middle-class repopulating the "ordinary" urban public school and whilst there are key differences in how they are navigating public school choices, from "seeking a critical mass" to resisting traditional methods of choice and going "against-the-grain", or collectively campaigning for a brand new public school, the urban middle-class are developing contemporary methods to challenge the existing ways of thinking about middle-class choice. Drawing on this literature, this paper explores the symbolism of public schooling for relatively affluent choosers in the city of Melbourne, Australia. The positioning of public schooling as essentially secular and liberal indicates how the public school is valorised within the contemporary market place. Within a market that tends to undersell the public school, the perceived lack of organised religion and progressivism may be the unique selling point for the cosmopolitan, globalised consumer.