It is 30 years since Vietnam implemented the 'Doi Moi' economic reforms. The subsequent influx of capital was accompanied by a general infiltration of foreign influences, arguably none more important than the English language. This article focuses on an area where market and language converge: the private English as a second language industry. Drawing upon the ideas of Pierre Bourdieu, the article utilises the experiences of teachers to examine industry practices, with particular emphasis on the consequences of education commodification. The article locates its findings within the wider contexts of Vietnamese education, economy and the global propagation of the English language and market ideals. These findings depict a profit-driven industry where the customer always being right is not always right for the customer.