Coming soon to a wrist near you – the WWJD? (What would Jesus do?) bracelet. Based on Charles Sheldon's devotional classic, "In His Steps" (1896), this cryptic campaign marks an SSC (subtle sea change) in sacred sloganeering. Instead of the usual sledgehammering of the salvation message – for example, JDFY.GS (Jesus died for you. Get saved), the emphasis is thrown back on the wearer rather than the observer: on personal ethic rather than propagandist proclamation.

One British Christian retailer told me WWJD? is the NBIFTS (next big import from the States). His BPGITWMY! (Be patient, God isn't through with me yet!) fridge magnets have been relegated to the bargain basement. It is currently so big in the States that one major retail chain reports selling 225,000 WWJD? wristbands in nine months. Which poses another question: WWJB? What would Jesus buy?