Last week, a story came out about a kid whose near-death experience developed into a book about how he saw heaven while comatose later became an embarrassing mess when the child denied the whole thing.

Written by Ruth Graham of Slate, it’s a meticulously researched piece about the boy, his mom, a dad who’s evaded press interviews until now and the gullible Christian book industry. It’s long, it’s detailed and it’s rather sad.

It’s pretty unconventional in terms of religion news. How many sites would run something this detailed about a kid (or his father) who takes the Christian book industry for a ride? If you pay attention to the details, this is a sobering look at the sometimes confused state of evangelical doctrine, these days.

After describing the car accident that nearly killed the boy, the article continues:

Six years later, a book was published that would become a sensation. The Boy Who Came Back From Heaven—with Kevin and Alex listed on the cover as co-authors—tells the saga of Alex’s improbable survival. But it wasn’t that medical miracle that launched the story to fame. In the book, Alex claimed he had spent time in heaven after the accident, and continued to be visited by angels and demons after he emerged from his coma two months later. He wrote that he traveled through a bright tunnel, and was greeted by five angels, and then met Jesus, who told him he would survive; later, he saw 150 “pure, white angels with fantastic wings.” Heaven has lakes and rivers and grass, the book says. God sits on a throne near a scroll that describes the End Times. The devil has three heads, with red eyes, moldy teeth, and hair made of fire.

Of course publishers jumped at this bait.

The Boy Who Came Back From Heaven sold more than 1 million copies and spent months on the New York Times’ bestseller list. It was also on the leading edge of a boomlet of “heaven tourism” stories in Christian publishing, including Heaven Is for Real, a memoir about 4-year-old Colton Burpo’s experience that came out later in 2010 and was eventually adapted into a movie starring Greg Kinnear. Time magazine published a cover story in 2012 titled “Rethinking Heaven,” opening with Burpo’s story — even more detailed than Alex’s — about seeing a rainbow horse and meeting the Virgin Mary.