Fundamentalism isn’t a belief, it’s a belief about beliefs, a brand loyalty to some particular “jesus”. Some people’s brand of “jesus” is the universe and its “energies”, some people make the culture and its norms their “jesus” brand, and for others its some guru or book. Fundamentalism is about the wisdom of buying into one’s ideological brand over other brands. Make the brand angry, or don’t acknowledge that it’s clearly the best, and you must not understand. Fundamentalism is brand advertising broadcast on a logically unending loop.
— Asher's Maxim 521