The only way we're going to make that money is if we give them spiritual growth. If we got financial gain without giving the spiritual growth, we'd have a real problem both morally, ethically and perhaps in the eyes of God, if you will. But the business simply wouldn't work.

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I think what you have to look at is these are also consumers. And the feedback we get from people is that they are looking for things that nourish their faith -- that nourish their sense of spirituality. But they are also interested in buying things for the family and things for their personal use.

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