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http://biz.yahoo.com/special/culture05_article1.html

"Hybel's consumer-driven approach is evident at Willow
Creek, where he shunned stained glass, Bibles, or even
a cross for the 7,200-seat, $72 million...
[Christian Megachurch] he recently built. The reason? Market
research suggested that such traditional symbols would
scare away non-churchgoers."
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My other favorite passage in the one on "Christian" finance:

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"Osteen talks about how his wife, Victoria, a striking blonde who
dresses fashionably, wanted to buy a fancy house some years ago,
before the money rolled in. He thought it wasn't possible. "But
Victoria had more faith," he wrote. "She convinced me we could live in
an elegant home...and several years later, it did come to pass."
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That's right, Jesus wants you to max out your credit card and borrow
recklessly. The whole feed-the-poor nonsense? That's soooooo 1st
century.