i think they are being increasingly commercializedon the ends. one of the things i read about , that i did research for the book was another space of advertisement is churches.there are, not all the time but there are efforts certainly by hollywood filmmakers to try to put product placements there so for example the man of steel, that superman movie, they have a lot of screenings for passengers, they had this sermon provided, jesus was the first superhero. sometimes they had contests, mailing that you use for name of the movie and your sermon and withdraw for money or something. there was an effort to get the church audience in. what i'm saying is a lot of sacred things are being challenged in our time.>> host: right and it's interesting you mention in the book that some of the early language around advertising and the idea of capturing attention was something that churches really used. it's interesting to that there's this move with and even religious organizations in some cases to adopt the same sorts of attention grabbing methods that have now