The application of information and communication technologies (ICTs) to support and enhance learning and teaching (e-learning) provides the potential to significantly increase the flexibility and choice for university learners and learning. The evidence, however, seems to indicate that these advantages are not evident in the majority of e-learning practice. This paper argues that the teleological design process which underpins almost all e-learning within higher education significantly limits the flexibility and choice ICTs can provide. The contribution of this paper is to illustrate how organisational implementation of e-learning has become imprisoned by a dominant and unquestioned epistemological foundation that is limiting understanding. It seeks to improve the understanding that informs e-learning implementation, in order to increase the level of flexibility and choice provided by the institutional implementation of e-learning for learners and learning.