Confronted with a choice between Virtuous Woman perfume and a "Friends don't let friends go to Hell" T-shirt, it is not exactly clear what Jesus would do. Maybe he'd munch on a box of TestaMints while he was deliberating. Or perhaps he'd forsake all of these, settling, predictably enough, for a pair of "Follow the Son" flip-flops.
The above is but a tackier slice of the "Christian products" market, an enterprise whose value an estimated $7 billionwould shock the devil out of any nonbeliever, were he actually paying attention. That's decent money, yes, but it'd be positively philistine to dismiss this niche as just another market, says Daniel Radosh, author of the recently-released Rapture Ready!: Adventures in the Parallel Universe of Christian Pop Culture. For evangelicals, "In the corporate arena you can't separate 'what I do to make money' from 'what I do to serve the Lord,' " he tells Gelf. "So rather than a conflict of interest
it is a single intertwined interest."
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