Choice is a key theme in current government policy within the United Kingdom. Present as an important value for the delivery of public services, of particular interest here is choice at the end of life. By focusing on older people residing in care homes, a number of questions are raised about the implications of this aspiration. What does choice mean for older people who are societally marginalised and live in a care setting that sits, primarily, outside public provision? Aspects of choice are explored here with respect to when choice is offered, what care is provided and where this occurs. Both the context of care and the population to whom choice is to be offered shape the nature of choice as is outlined here.