Dave Shiflett gives us a book that is essentially a marketing research project on modern Christianity. The focus? Why are the conservative, orthodox brands of faith increasing market-share while mainline Protestant denominations are losing it? Shiflett uses personal interviews as his research tool. And there is undoubtedly a vicarious thrill as Shiflett presents hard questions to figures from both camps. For example on homosexuality, he asks the liberals whether they "…entertain the slightest worry that converting a former sin into a celebrated and even consecrated virtue might possibly have eternal consequences?" And to the conservatives, "If God is indeed omniscient and omnipresent, why [does] He allow disaster to occur, especially to those who have so closely cast their lot with him?" The answers Shiflett receives from his subjects measure out in words the true distance between the liberal and conservative positions.