Random utility models are widely used to study consumer choice. The vast majority of applications make strong assumptions about the marginal utility of income, which restricts income e↵ects, demand curvature and pass-through. We show that flexibly modeling income e↵ects can be important, particularly if one is interested in the distributional e↵ects of a policy change, even in a market in which, a priori, the expectation is that income e↵ects will play a limited role. We allow for much more flexible forms of income e↵ects than is common and we illustrate the implications by simulating the introduction of an excise tax.