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Harry, I don't think it's that simple. Yes, the "About Me" page is fairly scary to any not expecting it, and could be simplified - made friendlier - if marketing of the books is the main goal (it may not be). However many of the books have an apparent religious tinge, even in the blurb (not just the explicitly religious works) - see "The Race" for example. This is what I meant earlier when I said: It's obvious from his site that Steven is not going to apologise for, or otherwise hide or obscure that.
Given that Steven is in America, this aspect of his site is not necessarily a bad thing from a marketing perspective. You win some, you lose some.
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