"Demand" in the education system has traditionally been articulated almost entirely in terms of access to more, better, and higher-status opportunities within the traditional public school system, rather than for alternatives to the standardised, highly-regulated opportunities provided by the state. This is changing, in the U.S. and elsewhere, as households and groups increasingly articulate demands that cannot easily be accommodated by the existing system. These new demands include calls for schooling that more fully reflects the linguistic, religious, or cultural preferences of specific communities. They represent a fundamental challenge to the assumption of collective interests pursued through public institutions that underlie contemporary public school systems. This article explores the character of this challenge and presents an assessment of the ways in which the U.S. education system is changing in its response.