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Maybe sex sermons and indie- rock worship music do help in getting people in the door, and maybe even in winning new converts. But what sort of Christianity are they being converted to?

"The born-again, marketing church has calculated that unless it makes deep, serious cultural adaptations, it will go out of business, especially with the younger generations. What it has not considered carefully enough is that it may well be putting itself out of business with God. "And the further irony," he adds, "is that the younger generations who are less impressed by whiz-bang technology, who often see through what is slick and glitzy, and who have been on the receiving end of enough marketing to nauseate them, are as likely to walk away from these oh-so-relevant churches as to walk into them."