"Child poverty - it's not choice." That's the message that outgoing Children's Commissioner Dr Russell Wills wants to spread through social media in a challenge to Government policy.
It's not the choice of the children living in low income households.
But the majority of them end up there through the choices made by their parents.
When one in five children every year is being born directly onto a benefit or into precarious financial circumstances that will see them dependent on a benefit within their first year...
Yes, the government, as our representatives, makes choices about how the consequences of those choices are dealt with but the horse has bolted by then.
The Children's Commissioner does his charges no favours by refusing to acknowledge the facts behind child poverty. An illness cannot be cured if it is misdiagnosed and wrongly treated.
But it's an interesting choice of message, "Child poverty - it's not choice".
Clearly the public perception the anti-poverty advocates have identified and want to stamp out is the reverse.