This paper examines the rhetoric found in the referral pamphlets distributed by military academies and homes for the mentally retarded. The material is analyzed from a perspective which views value exchange between client and organization as an initial means of institutionalizing the relations between the person and the service organization. Discussion centers around the heuristic value of economic models in sociological analysis, with particular reference to that non‐institutionalized sphere of the division of labor that encompasses service organizations which lack viable client referral mechanism