In an Editorial in "Times Higher Education" (2009) extensive comment was given on the work of Furedi (2009) on the culture of complaint and the application to higher education of the consumer model. The discussion included many apparently strong criticisms of this use of the consumer model. "Higher Education Review" has itself published articles on a similar topic (eg Cuthbert, 2010). The purpose of this article is to set out further criticisms that are somewhat more hard-hitting. General background considerations are presented on the distinctive ways of argument by analogy (see Govier, 2005, Stebbing, 1939 and Thouless, 1969), an argument form used in reasoning from a premise in one arena--here the market--to a conclusion in another--the academy.