This paper highlights two factors: first, pro-market thought in financial regulation is a broad church, reaching from laissez-fair and doctrinaire non-intervention to a market-enhancing liberalism, under which public agencies seek to fine-tune markets to boost efficiency. For this reason, actual policy failures can rarely be pinned on neoliberalism as a whole. The vagueness of neoliberal ideas – apparently a sign of weakness – is ultimately a source of strength. Second, in spite of widespread criticism of neoliberal ideas, no coherent contending paradigm has emerged. Critics have exposed the intellectual weaknesses of market-enhancing financial regulation. They have failed, however, to table an alternative that could take neoliberalism’s place.