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But for a growing number of Christians like George Adams, the question is better restated, "Why not gain the whole world plus my soul?" For several decades, a philosophy has been percolating in the 10 million--strong Pentecostal wing of Christianity that seems to turn the Gospels' passage on its head: certainly, it allows, Christians should keep one eye on heaven. But the new good news is that God doesn't want us to wait. Known (or vilified) under a variety of names--Word of Faith, Health and Wealth, Name It and Claim It, Prosperity Theology--its emphasis is on God's promised generosity in this life and the ability of believers to claim it for themselves. In a nutshell, it suggests that a God who loves you does not want you to be broke. Its signature verse could be John 10: 10: "I have come that they may have life, and that they may have it more abundantly." In a TIME poll, 17% of Christians surveyed said they considered themselves part of such a movement, while a full 61% believed that God wants people to be prosperous. And 31%--a far higher percentage than there are Pentecostals in America--agreed that if you give your money to God, God will bless you with more money.
"Prosperity" first blazed to public attention as the driveshaft in the moneymaking machine that was 1980s televangelism and faded from mainstream view with the Jim Bakker and Jimmy Swaggart scandals. But now, after some key modifications (which have inspired some to redub it Prosperity Lite), it has not only recovered but is booming. Of the four biggest megachurches in the country, three--Osteen's Lakewood in Houston; T.D. Jakes' Potter's House in south Dallas; and Creflo Dollar's World Changers near Atlanta--are Prosperity or Prosperity Lite pulpits (although Jakes' ministry has many more facets). While they don't exclusively teach that God's riches want to be in believers' wallets, it is a key part of their doctrine. And propelled by Osteen's 4 million--selling book, Your Best Life Now, the belief has swept beyond its Pentecostal base into more buttoned-down evangelical churches, and even into congregations in the more liberal Mainline. It is taught in hundreds of non-Pentecostal Bible studies. One Pennsylvania Lutheran pastor even made it the basis for a sermon series for Lent, when Christians usually meditate on why Jesus was having His Worst Life Then. Says the Rev. Chappell Temple, a Methodist minister with the dubious distinction of pastoring Houston's other Lakewood Church (Lakewood United Methodist), an hour north of Osteen's: "Prosperity Lite is everywhere in Christian culture. Go into any Christian bookstore, and see what they're offering."
The movement's renaissance has infuriated a number of prominent pastors, theologians and commentators. Fellow megapastor Rick Warren, whose book The Purpose Driven Life has outsold Osteen's by a ratio of 7 to 1, finds the very basis of Prosperity laughable. "This idea that God wants everybody to be wealthy?", he snorts. "There is a word for that: baloney. It's creating a false idol. You don't measure your self-worth by your net worth. I can show you millions of faithful followers of Christ who live in poverty. Why isn't everyone in the church a millionaire?"