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Hillsong is a 'hipster' megachurch with millions of followers around the world, including many American-based celebrities, with a storied history of promoting conversion therapy, preaching or standing against gay people, and refusing to employ LGBTQ people as church leaders or even volunteers.

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Collier praised the partnership as furtherance of 'the Great Commission,' referring to Jesus' instruction to his disciples to continue spreading his gospel after his resurrection.

He also told the Times this would 'directly impact and help churches navigate and reach the consumer better,' before correcting and saying 'parishioner' because 'consumer isn't the right word.'

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Leaders of member churches in The Church of God in Christ (COGIC) denomination have received 'early access' on features that further monetize their Facebook presences. That includes revenue on streams, subscriptions for exclusive content, donation acceptance, and even in-video ads, all of which are either newly available or refined for easier navigation for churches.

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Facebook's new collaborator just made its position clear on the vaccine front as well this week. After a Hillsong church member died from COVID-19 after refusing to get vaccinated, Houston shrugged it off as 'a personal decision for each individual.'

Facebook also has a storied history of censoring all kinds of content that is from, or ostensibly related to, LGBTQ people -- although they have also been notoriously slow to remove anti-LGBTQ posts or accounts, even when they are promoting false information or hate speech."

-- Juwan J. Holmes, "Facebook is working with an anti-gay megachurch to monetize the 'future' of religion", 2021-07-28, LGBTQ Nation