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It’s big in today’s America.

Pure Fitness is opening a ton of new workout centers across the country. And when showering after your workout, you can rely on Dove soap. It’s “99 and 44/100% pure,” we’re told.

Thirsty? Grab a bottle of Pure Leaf Tea or Mr. Pure orange juice. And every well-equipped home should consider installing a Pur brand water filter system (not sure why they dropped the “e”).

Today, we insist on pure diets, foods, and workouts. We might purchase Pure brand olive oil or Pure Food protein powders and supplements. And let's not forget about Pure Food coated chocolate chips.

Dieticians everywhere extol the virtues of pure eating. And did you know there's even a Pure Healthy diet? Move over, Paleo!

Even animals are getting on board with Pure brand dog and cat food!

It all sounds good. Except there's a weird cultural disconnect. We seem to want purity in everything—except our morality. How odd.

We’re okay with dirty movies and novels.

We’re comfortable with filthy language of all kinds.

We’re good with smutty magazines (online or in print).

How could we be so careful about what we allow into our mouths—and so careless about what we allow into our souls? Where is our concern for the purity that matters most?

If we claim to follow Jesus, we must follow His standards. Ephesians 5:3 urges, "But among you there must not be even a hint of sexual immorality, or any kind of impurity, or greed, because these are improper for God's holy people."

There is nothing wrong with wanting a pure diet—as in something you can get from Amazon. But as Christians, our appetite must always be sourced in what we get from the Word.

“Do not share in the sins of others. Keep yourself pure.” 

1 Timothy 5:22b




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Jon GaugerJon Gauger

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Jon Gauger Media 2016