This paper argues that languages, increasingly marginalised in schools in English-speaking countries, are gaining "elitist" ground as part of the "value-added" marketisation of schools and parents' desire for their children to gain "positional goods" through schooling. In arguing our case, the paper draws on survey and other data derived from second-language immersion programmes in two Queensland secondary schools, where key learning areas such as mathematics and science are taught through the medium of another language. As a corollary, we also argue that some schools--in our case, government schools--are using their immersion programmes as markers of distinction in a period of post-comprehensive schooling and emerging school markets, which includes both government and non-government schools. There is also a global policy context to such programmes in respect of countries such as Spain, China and Germany supporting the teaching of their respective languages in nations around the world. (Contains 1 figure.)