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The introduction of choice in public services has become a major issue in the british public debate since the early 2000s. This article exposes the arguments and ideas exchanged, and then examines the various processes of the dissemination of those discussions outside the field of public policy. This approach underlines the "scientific activism" of some multipositioned researchers. It highlights the politicization of the choice in a context of rivalries around the legitimate definition of "progressivism." These ideas are supposed to make the emergence of a "personalized welfare state" complete. The challenge is also to show what the analysis of these ideas reveals of the beliefs and social representations of the entrepreneurs of choice.