Justin Welby is the theological product of Holy Trinity Brompton, the Old Etonian-run church next to Harrods that brought the world the Alpha Course and doubles up as a posh dating agency for west London singles. They are brilliant at PR and have pots of money. And if Christianity is all about success, then you have it hand it to them.

But the problem with PR Christianity is that it can easily transform Jesus into Cheesus, which is a form of Jesus-lite, a romantic infatuation, a Mills & Boon theology that makes you feel all warm inside. The Gospels, however, tell an altogether more disturbing story. And there is no PR agency in the world that could sell the message of a man who told his followers that they too would have to go the way of the cross. That’s the problem with Cheesus. He won’t really suffer and he doesn’t ever die.

via I bang my head against the wall when evangelicals turn Jesus into Cheesus | Giles Fraser | Comment is free | The Guardian.