James B. Twitchell argues that church, college, and museum have lately become “just one more thing that you shop for, one more thing you consume, one more story you tell and are told.” No longer serving as “gatekeepers” to the worlds of spirituality, art, and higher learning, these institutions, Twitchell says, have collectively become mere “ticket- takers” peddling an experience of uplift and status-conferring affiliation, while individually laboring to project a distinctive brand “fiction.”