Last Sunday, 41,000 fans packed Nationals Stadium in Washington, D.C., to hear a message of hope from Joel Osteen. Tickets were an average of $20 apiece. Then I received an email from Joel Osteen’s ministry advertising 80% off on all DVDs and books. Joel is not alone. He is part of marketplace mentality—a characteristic of modern church ministries—a 20th century phenomenon made possible by new technologies that allowed easy duplication of tapes (now CDs and DVDs) and booklets.