This document discusses personalization and choice in social care. It outlines the history and evolution of direct payments, individual budgets, and personal budgets. While these aim to give users more choice and control, there are also risks, such as uncertainty, lack of information, cultural and legal constraints, and increased responsibility being placed on users and carers. About half of total spending on social care for older people comes from private contributions rather than the local authority, showing that social care is already quite privatized in many ways.