It is not just the model of consumerism that both parties are accepting – that's a bit 1980s, after all – but the idea that there is something morally wrong with the state holding so much power over the lives of individuals. The Conservatives have changed their language on this to distinguish it from the old Thatcherite approach: they do not wish to equate healthcare or school choices with buying a washing machine or booking a holiday villa. They recognise that the ethical implications of distributing medical or educational services are qualitatively different from the purchase of more trivial things. They are now making the case for choice in terms of political freedom, and the self-respect that comes with personal responsibility.