Once in a while, or perhaps once too often these days, a bright idea finds its way into the language of education. It is not so much a new theory of learning based on a critical analysis of the very best of what is known about an aspect of pedagogy, but a seemingly new idea, rooted in politics rather than pedagogy, and most commonly articulated in two or three golden words, or a catchy buzz phrase. The bright, new idea assumes a self-evident worth. It speaks with the voice of authority, and it has instant appeal. The latest buzz phrase is "personalised learning." In this personal essay, the author expresses her concerns about what she perceives as the hypocrisy evident in this educational initiative. (Contains 10 notes.)