Forget all you have heard about tens of thousands of students on waiting lists for charter schools. That’s a marketing ploy. When people think a product is rare and hard to get, they really want it. When Bernie Madoff said that his fund was closed, people literally begged to get into his fund.

Mercedes Schneider obtained a copy of a guide to marketing charter schools, published by the Colorado League of Charter Schools. It is slick. It tells charter folk which words to use and which to avoid. It advises them to build alliances with their local public schools, the better to poach their children away.

It has the fascination of watching a train wreck in slow motion. That is, it is repulsive. It is consumerism at its worst. Read if you dare.