TIME Rob Bell's Hell: A Threat to the Evangelical Business Plan?

There are more reasons than mere theology why Evangelical Christian leaders are raising Cain over the message now being wholesaled by the Rev. Rob Bell of Mars Hill Bible Church, featured in TIME's current cover story, "What If There's No Hell?" Bell's I'm-O.K.-you're-O.K., we're-not-going-to-hell-today spin is not merely a refutation of a basic belief. If this piece of theological reordering takes hold, it's the Evangelicals' business plan that's going to hell.

Fire and brimstone has been one of the Evangelicals' main product lines. It's based on a zero-sum outcome: heaven or hell. Believe or perish. And part of the deal, at least in practical application, is that you can't get spiritually right without monetarily supporting the church. Pay to play, in other words. It's the same with most religions. No one says so in those crude terms - it's all about the mission - but a sales pitch is a sales ...