The aim of this response to the new CTBI report on the ethics of affluence, offered by the theological think tank Ekklesia, is to clarify what it says and what it means; to reflect on its approach and how it justifies it; and then to look at how it makes use of theology in articulating principles for engaging market economics. We argue that while the document contains useful analysis and ideas, it is theologically weak in ways that may relate to other inadequacies. But we welcome it as a contribution to an ongoing and important discussion.