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The analysis offered in this chapter focuses on an intellectual house church in Nanjing. The main argument presented through this case is that the individualism of educated urban Chinese encourages the creation of niche religious groups. The ethnographic account of a small unregistered congregation made up largely of university professors and cosmopolitan urbanites suggests that the vast amount of choices available to contemporary urban religious consumers makes it difficult for most Protestant groups to grow beyond a few dozen members. A particular niche choice may drive those members who do not fit in it neatly to leave, in search for a better fit.