One of the crucial issues in the evolution of the welfare state is the preferred means of funding and providing social services. In the absence of a federally-funded and centrally-administered child day care programme in the United States, a variety of services and programmes have evolved. Public policy which seeks to encourage service diversity must consider the ability of social service consumers to afford, select or utilize services of quality, or to demand quality from service providers. This study compares child day care services provided under different auspices — public (state and municipal), quasi-public (military), quasi-private (employer-sponsored), non-profit and private proprietary. Consumer ratings of the day care programmes provided under six different auspices are compared to a research assessment of the same six programmes. The data indicate a tendency among consumers to be inattentive regarding the basic elements of care and to overestimate the quality of care. If we accept the view that consumer choice is desirable on procedural grounds (a desirable freedom), then the findings of this study suggest that public policy should strive to enhance the effectiveness of consumer choice.