I'm aware of the separation between thing and man, here; the constant, passive proselytizing is, however, both a source of discomfort and a bit disturbing. You can rip of the tag, yatta yatta yatta, and it's not like the putting on the jacket instantly makes you a child of jesus (nor does it make the jacket look any worse from the outside), but still. Maybe "dealbreaker" is harsh - it's not like I have a fear of the thing, but I do have an inescapably visceral reaction to the dogma. Honestly, if I didn't browse SZ and read all of his posts, I probably wouldn't even equate the tag with religion. Obviously, I've never met the man, and from the little that one can glean from forum posts, Zamb sounds like good people and all that, and he makes interesting clothing. I'm all for disassociation, but I'm also just not sure why it needs to be a central part of a brand image (perhaps it's not ought to be?). It's simply a touch that I could do without.