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I just want to read the "sidebar text messages from God" in the book of Revelations... Christian publishers really jumped the shark. The most effective (from a evangelical and positive long-term impact POV) gimmick Bible was Gideon's, by far. Instead of dumbing down the text they focused on a really kind of genius chain of distribution, getting their text to millions of people in moments of quiet isolation and detachment from their normal distractions.