Charles Krauthammer on the Cult of BHO: The Next Great Awakening.

There’s no better path to success than getting people to buy a free commodity. Like the genius who figured out how to get people to pay for water: Bottle it (Aquafina was revealed to be nothing more than reprocessed tap water) and charge more than they pay for gasoline. Or consider how Google found a way to sell dictionary nouns — boat, shoe, clock — by charging advertisers zillions to be listed whenever the word is searched.

And now, in the most amazing trick of all, a silver-tongued freshman senator has found a way to sell hope. To get it, you need only give him your vote. Barack Obama is getting millions.

This kind of sale is hardly new. Organized religion has been offering a similar commodity — salvation — for millennia. Which is why the Obama campaign has the feel of a religious revival with, as writer James Wolcott observed, a “salvational fervor” and “idealistic zeal divorced from any particular policy or cause and chariot-driven by pure euphoria.”

“We are the hope of the future,” sayeth Obama. We can “remake this world as it should be.” Believe in me and I shall redeem not just you but your country — nay, we can become “a hymn that will heal this nation, repair this world, and make this time different than all the rest.”

And believe they do.