‘Freedom’, or more specifically personal development, is only encouraged in neo-liberalism if it fosters competition. You are ‘free’ to enjoy hobbies like home-brewing or gardening but even those self-entrepreneurial activities come at a cost — they count against you in the event you lag behind (at your job, in school, or in the more amorphous area of social and cultural capital), marking your penchant for unnecessary luxuries that distract you from the more important aspects of competitive life — demonstrating that you’re not doing your share in upholding the common principles of pure competition.
Of course this isn’t new, but I think a succinct characterization of the “anti-freedom” of neo-liberalism. If this adequately sums up neo-liberalism, would neo-liberals on principle oppose everything that is non-competitive? Maybe the most stalwart defenders, but it seems to me that they still have many other commitments they’re beholden too, entitlements or ‘freedoms’ that should be held sacred and therefore free from pure market logic. Or are there people who would ‘sell you the shirt off their back’ or ‘sell you the noose to hang them with’ as the attages go?