This paper focuses on school choice "within" the public school system in Queensland, Australia. While school choice has typically been framed as a logic of economic rationalism (for middle-class families), in this paper we use Ahmed's concept of the cultural politics of emotion to describe a more complex dimension of choice through gendered community. We argue that mothers become responsibilized for school choice, and in the process become emotionally invested in school choosing. In managing their soft bodily desires and hard cognitive rationalities, they are responding to the emotional histories that "stick" to schools. The problem we frame through our empirical case is that there is a clash of cultures between the type of school mothers desire, and the reality of what schools are, and could ever be. This is the double-bind or 'cruel optimism' of mothering school-aged children.