Editor David Neff writes:

This morning I received the latest promotional e-mail from a clothing provider I really like to patronize: L. L. Bean. I read the subject line with interest: "Double Coupon Dollars: Our Gift to You."

The old sales trick worked. The promise of something free compelled me to open the e-mail. But the first words I read from the e-mail itself gave me a different message: "Earn Double Coupon Dollars." Wait. Didn't the subject line say it was a gift? Now they want me to "earn" their gift?

Theological spirit that I am, I lost interest in L. L. Bean's promotion and instead began thinking about all the ways throughout history that churches have pulled that same "bait and switch" trick: Salvation is God's free gift; here's how you earn it.