the will religion was started i 1830. and what's interesting, you know, a lot of religions run businesses. but the mormon church is different in terms of the breadth and depth of the sorts of businesses it runs. it has cattle ranches in the u.s. and australia and brazil. it has the mega mall, as you mentioned. it has a cultural senter in hawaii. >> capitalism is baked in as an ingredient. a fundamental of how this religion operates. but they don't really talk about that very much. at least not so in a salacious way. it's just a given. >> right. the church definitely wouldn't refer to itself as a for profit business. it is, as you mentioned, a $40 billion -- is the latest estimate for the total value of the church. it brings in $8 billion annually just in tithing and then money from these businesses.