Isn't this a case of trying to serve two masters? I pity poor the Zondervan executive who is torn between his duty to God to provide honest translation and his duty to stockholders to maximize sales to itching ears. The solution to this dilemma is for bible merchandising companies to get out of the business of sponsoring bible translations and return translation to individuals and churches who serve only God. And, of course, the only way this will happen is if Christians refuse to purchase bibles with commercial copyrights.