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1 Lent - Matthew 4:1-11

After baptism, there is a test.

For Jesus, it was a grueling six weeks in the wilderness with Satan.

For Lutherans, it is even worse: two years in confirmation with me.

Because I sometimes wonder whether the adults in church have the chops to hang

with the kids, I'm going to give you all a one question test.

You can write the answer on your yellow attendance card [while Mark plays the final Jeopardy! theme.]

The question is about what the serpent said to Eve.

Was it truth, lie, or marketing?

Pencils down.

The answer is, it was marketing.

Marketing, you see, deliciously mixes truth with deception in its blender of spin.

Quality marketing is so effective with us who are at the same time saints and

sinners because it attracts both facets of who we are.

It appeals to what we know is true and then redirects us, subtly and gently and smoothly,

to the lie it wants us to swallow, the empty promise it wants us to purchase.

The serpent begins by planting a seed of scarcity: Did God say you shall not eat of any

tree in the garden?

Eve does not take this bait; she is better at trusting abundance than so many of us who

have far more than she did.

The truth that her eyes will be opened, however, combined the lie that she won't die and

the attractiveness of the forbidden fruit, tripwire her obedience and close the sale.

The virus becomes a pandemic: death spread to all because all have sinned, Paul writes.

The story is the start of a long litany of death and distance from the God of life.

We are just the latest generation in a long parade of tempted saints and troubled sinners.

This Lent, if you can't give up marketing, you can give up feeling guilty.

None of us pass through this wilderness unscathed.

Marketing is too powerful; temptation is too tricky.

When you sidestep one you sink into another.

Because evil is a parody of good, we are tempted not by bad things but good ones: food,

wisdom, efficiency, confidence in God's protection, the power to influence.

Sex, drugs, and rock and roll are all gifts from God, just like fire and water and family

and other things that can kill us.

The devil quotes Scripture and has known God longer than we have, so it is far easier for

evil to twist Scripture than it is for us to let Scripture twist and reshape us.

Only Jesus passes every test and gets every question right—he's the kid in class nobody

likes but everyone relies on.

The reason we read his temptation as gospel, as good news, is that he walks into our

story and then leads us if not carries us through it.

He knows that God has better things for us than anything instant gratification can offer.

C.S. Lewis preached:

If we consider the unblushing promises of reward and the staggering nature of the

rewards promised in the Gospels, it would seem that Our Lord finds our desires,

not to strong, but too weak.

We are half-hearted creatures, fooling about with drink and sex and ambition when

infinite joy is offered us, like an ignorant child who wants to go on mak