Businesses are, in reality, quasi-religious sects. When you go to work in one you embrace a new faith. And if they are really big businesses, you progress from faith to a kind of mystique. Belief in the product, preaching the product, in the end the product becomes the focus of a transcendental experience. Through ‘the product’ one communes with the vast forces of life, nature, and history that are expressed in business. Why not face it? Advertising greats all products with the reverence and the seriousness due to sacraments.
Merton, Conjectures of a Guilty Bystander