he changed the name of the hall at his church to john burch hall. why that name is firm to you is because there's a group called the john birch society. that group did that start until 1958 by a man by the name of robert welsh. there's a display at president johnson's library. what robert welch did was he used the name of john pitch because john birch was the first cashty of world war 3. used his name to create the john birch society. what its interesting is one of the features of j. frank norris' work -- you see this throughout the book -- there was always a conspiracy against him. it was always this group or that group. it was in the ''20s, the mayor or the catholics in the town are against him, and then later john birch's name, name associated with norris, bought man who died before there was a john birch society, associated with a group that is known for their love of a good conspiracy. it was a fascinating story hiding in plain sight. i call it the most famous story you never heard but it was page one in america in the 1920s, and i was grateful