These mega-churches, it strikes me that they’re like web advertising. No different. First they tried banner ads–single small churches. And while some people paid attention to them, there was a significant apathy and fatigue that developed toward them as they proliferated and diluted the day’s other experiences. So then they tried Flash ads–they’re hip! They’re interactive! It’s gospel rock n roll! Just like real rock, except we’re singing about jesus! And people thought that was kind of cool for a while too. But then the novelty wore off, and people realized that these big blocky ads weren’t going away anytime soon. In fact they were hard to ignore without certain cultural filters. Pesky bastards. Now, finally, we’ve entered the age of the mega-church. At this point the content has become the ad. You can participate in the same social activities you used to, except now it’s all “sponsored.” You might not even realize the soft-sell that you’re being subjected to, but it’s all about product placement, and the merchandise must be moved if the bottom line is to be met by Q3.