A marketing coup: Get a small book on eternal destiny to the top of best-seller lists by sending out heretical-sounding promotional materials that garner condemnation. The winners: Rob Bell, the famously hip 40-year-old founder of Mars Hill Bible Church in Michigan, and his publisher, the Rupert Murdoch-owned HarperCollins, that dubs Bell "the most vibrant, central religious leader of the millennial generation." Bell's book, Love Wins, argues that a good and loving God could not condemn people permanently to hell—and that, because of the orthodox conception of hell, many see the Christian message as "an endless list of absurdities and inconsistencies." The truly good news, he says, is that "love wins." This message, coming from a pastor dubbed by Time "a singular rock star in the church world," provoked critiques from Christian leaders including John Piper. One prominent blogger, Justin Taylor, argued that Bell "is moving farther and farther away from anything resembling biblical Christianity."
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