Increasingly, American consumers demand customized products. From coke bottles that bear individual names to homes designed to meet the exotic tastes of an eccentric buyer, manufacturers recognize the affiliation purchasers have for personalized goods and offer them with growing frequency. They understand that consumers will pay a significant premium for products tailored to their specific palates.
This phenomenon thrives in matters of faith as well, even among American evangelicals. This significant segment of Christianity confesses religious orthodoxy and a literal view of the Bible, yet it ignores passages of Scripture it finds uncomfortable. Most evangelicals view Christianity primarily from a benefit perspective. What can God do for me? They eagerly receive His love, mercy, forgiveness, peace, joy, promises, and blessings. They believe God wants to shower them with these gifts and requires little in return â?? perhaps regular church attendance and an appearance of holiness but nothing more.
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