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This article presents some unexpected findings from a study of the upper secondary school voucher system in Sweden. This publicly funded but relatively unregulated quasi-market offers a large number of alternatives to teenagers choosing an education. The choice situation is relatively complex and the stakes are high, but the youths themselves find the decision unproblematic. A possible explanation for this is that the future upper secondary students mistake information for knowledge. In lack of knowledge they follow a norm of conformity according to their outer circumstances. This leads youths from different socioeconomic groups to experience different choice situations and outcomes.