Based on the case of the Swiss disability insurance (DI), the article questions the impact of activation on the (non-)take-up of social policies. It investigates the aim and content of activation policies (as found in official texts and discourses) and their subjective perception among recipients. Inspired by Kerr's model and Hobson's notion of “sense of entitlement”, analysis reveals the paradoxical outcomes of DI reforms. It underlines the importance of the subjective dimension of entitlements in the sociological understanding of non-take-up.