Shopping for God

James Twitchell is interested in "how religious sensation is currently being manufactured, branded, packaged, shipped out, and consumed."
Most of what we read about ministry leadership, outreach, and management is infused with a heavy dose of spiritual language. Twitchell propels the pendulum the other way. By removing God language, he asserts that most of what we assume to be fueled by divine power may actually be the result of market forces. Today, the way people choose a church is almost the same as how they shop for groceries.
The next generation won't accept the mega brand, because the "pastorpreneurs" that launched [megachurches] are mavericks, impossible to replace. The same market forces that created the megachurch may ultimately be its undoing.

Extracts from a review (by Skye Jethani) of Twitchell’s Shopping for God: How Christianity Went from in Your Heart to in Your Face.