“…The large emphasis on prescribing what is “right” or “wrong”, on fostering, and on what might even be described as paternalism is not unexpected, based on the history of HE in Sweden and internationally (Alex, ; Smith & de Zwart, ; Ma & Pendergast, ; Brembeck, ) or on contemporary research (Höijer et al ., ; Höijer, ). International surveys also show that HE education is often discussed and defined in terms of needs (Turkki, ; Dewhurst & Pendergast, ) despite the objections raised in consumer culture theory (Slater, ).…”