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And building on Theo's insights, we might add that for the good news to be truly good, there must be love in it. There must be love for the good news itself. Love for the one whose story is being told, and love for the audience. If love is not in our gospel, if love is not at the very heart of it, it might be skillful, it might be eloquently expressed, and it might be marketable, it might be easy to sell, and it might be popular, claimed by many, but I doubt it is truly good.