As we head into a new year, the guardians of traditional religion are ramping up efforts to keep their flocks—or, in crass economic terms, to retain market share. Some Christians have turned to soul searching while others have turned to marketing. Last fall, the LDS church spent millions on billboards, bus banners, and Facebook ads touting “I’m a Mormon.” In Canada, the Catholic Church has launched a “Come Home” marketing campaign. The Southern Baptists Convention voted to rebrand themselves. A hipster mega-church in Seattle combines smart advertising with sales force training for members and a strategy the Catholics have emphasized for centuries: competitive breeding.
In October of 2012 the Pew Research Center announced that for the first time ever Protestant Christians had fallen below 50 percent of the American population. Atheists cheered and evangelicals beat their breasts and lamented the end of the world as we know it. Historian of religion, Molly Worthen, has since offered big picture insights that may dampen the most extreme hopes and fears. Anthropologist Jennifer James, on the other hand, has called fundamentalism the “death rattle” of the Abrahamic traditions.

In all of the frenzy, few seem to give any recognition to the player that I see as the primary hero, or, if you prefer, culprit—and I’m not talking about science populizer and atheist superstar Neil deGrasse Tyson. Then again, maybe Iam talking about Tyson in a sense, because in his various viral guises—as a talk show host and tweeter and as the face on scores of smartass Facebook memes—Tyson is an incarnation of the biggest threat that organized religion has ever faced: the internet.

A traditional religion, one built on “right belief,” requires a closed information system. That is why the Catholic Church put an official seal of approval on some ancient texts and banned or burned others. It is why some Bible-believing Christians are forbidden to marry nonbelievers. It is why Quiverfull moms home school their kids from carefully screened text books. It is why, when you get sucked into conversations with your fundamentalist uncle George from Florida, you sometimes wonder if he has some superpower that allows him to magically close down all avenues into his mind.