Milton Friedman's Vision
The organization considers the change of their "brand" in the pages of its blog. Milton and Rose Friedman are both currently dead, but they apparently left a plan for making sure the group outlived them and kept its focus on its mission, not its deceased beneficiaries. They remain committed to choice, but
We don’t just want more choice, we want better and bigger choice. And using what we already know works, we will usher in a new era of educational choice programs built to serve every student and ensure that all families have the opportunity and access to schooling that meets their needs.
As for their organizational qualities, they are smart and dedicated. They are 100% for all-out "unencumbered" school choice. They are proud to not be "not some stuffy think tank." Beyond that they are going to be lobbying hard for those all-choice policies.
But the end of the Friedman name as a choice-promotion brand seems like a good time to look at Friedman's vision, a vision that has drive much of the charter industry for years.
In 1995, Milton Friedman contributed this op ed to the Washington Post. It now lives on the CATO website, and from the moment it spools out its title, it's clear we're seeing the big plan.
Public Schools: Make Them Private is one big spoiler alert of a title, because that's exactly what CURMUDGUCATION: Milton Friedman's Vision: