The hotel inspector Dawn met judges stand­ards in B&Bs, mak­ing a vir­tue of clean­li­ness and ‘good’ ser­vice. B&B own­ers, in turn, judge and reg­u­late their cus­tom­ers. Chris Grayling, cur­rently shadow home sec­ret­ary, thinks chris­tian B&B own­ers should be allowed to turn away guests they con­sider to be sin­ners. Mar­kets don’t just reflect (notion­ally private) mor­al­it­ies; they act­ively pro­duce them, through ideas about what ser­vice ought to be like, or how cus­tom­ers ought to behave. Reg­u­la­tion inter­venes to alter the mar­ket: to gen­er­ate trust by award­ing 4 stars, or to pro­scribe unequal treat­ment on the basis of sexual iden­tity. Grayling implies that run­ning a B&B is dis­tinctly dif­fer­ent from run­ning a hotel, because it is ‘home’ as much as ‘work’, as I’ve argued here. But to par­ti­cip­ate in the pub­lic world of the mar­ket, the B&B owner must sign up to the lib­eral indi­vidu­al­ism that per­mits free sexual expres­sion and con­ceives of the men in room 26 as cus­tom­ers above all else.