Religion is no longer big in Japan. 70% of people don’t identity with a particular religion or consider themselves atheists. However, when it comes to major life events, such as funerals, they do want the services of a priest. Obtaining the services of a priest from the local temple can be expensive; a funeral service can cost as much as $10,000. So, a company established a priest-renting business; the company offered the services of 400 priests on its website. And business was good, in one year they did 12,000 services. Guess what happened next? Amazon Japan now offers Minrevi's service on its website.