Nicholas Kristof: "Apocalypse (Almost) Now"

While Kristof is off base on a few points in this column, his analysis of the "Left Behind" juggernaut is right on the money:

Being wrong has rarely been so lucrative.

Now we have the hugely profitable 'Left Behind' financial empire, whose Web site flatly says that the authors 'think this generation will witness the end of history.' The site sells every 'Left Behind' spinoff imaginable, including screen savers, regular prophecies sent to your mobile phone, children's versions of the books, audiobooks, graphic novels, videos, calendars, music and a $6.50-a-month prophesy club. This isn't religion, this is brand management.

If Mr. LaHaye and Mr. Jenkins honestly believe that the end of the world may be imminent, why not waive royalties? Why don't they use the millions of dollars in profits to help the poor?