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Target targets trendy religion

Found this one on BoingBoing...
I heard that Kabbalah was becoming the new trendy religion with celebrities, so seeing this at Target shouldn't surprise me. Here's a bit of the description of this piece of string:
What makes this particular piece of string so special is, in part, the fact that it has traveled to Israel, to the ancient tomb of Rachel the Matriarch, and returned, imbued with the essence of protection... The string draws upon the connection to and awareness of Rachel and must be tied on by a loved one and sealed with Rachel's protective energy by reciting the Ben Porat prayer (included on a card).