No, that wasn't a response to people handing out tracts on the subway. It's a reference to the new Alternate Reality Gaming trend in Christian marketing. Above: Rob Bell's new Citizens of Virtue game, in which Christians are working together to rescue believers from a fundamentalist sect--a game that is itself a marketing tool for Rob Bell's latest book.
There's a bigger point to be made here about the relation between social enterprise and religion. Say what one will about how revolutionary it is to blend business and charity, the fact is that religious groups have been doing that in rather sophisticated ways for millennia.
One funny BofG bit: Passionix, a product sold by the sect that ostensibly alters teen hormones to make them chaste. The slogan: "Just Because It Fits, Doesn't Mean It Goes There."
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