Newest thing on the web is religious sites hiding behind an apparently secular facade, only to reveal their intent as you get more deeply into them. Is this deception consistent with Christian morality?

tothenextlevel.org is one of these deceptive sites. Saturday's New York Times explored this phenomenon in a front-page story, by John Leland, that was very well researched. Turns out there are quite a number of these sites out there.

Said Tony Whitaker, editor of a guide for online evangelists, "sites that use overtly Christian material will reach only people who are already Christians, while everybody else can click by. You're not trying to trick people," he said. "You can't appear to be something you're not. But Christians should legitimately appear to be taking a starting point on a subject that doesn't appear to be religious." Huh?

I guess anything goes, in the name of the Lord. Hmm. Maybe I should recast bookofjoe such that after a little noodling around, I offer a religious experience.