UK higher education reform (BIS, ) has been presented as a common-sense movement towards efficiency. This article will argue that, in reality, the marketisation of higher education is a movement towards negative freedom, defined after Berlin (2007) as unrestricted choice. Using Shakespeare's "Antony and Cleopatra" as a means to explore the relationship between rationality and sensibility, it considers how negative freedom may undermine human connectivity and debase our relationships. In so doing, this article challenges the idea that importing the market system into education will enhance the "student experience". (Contains 2 notes.)