To enliven a sermon recently, I quoted a line from Duck Dynasty, one of the most-watched shows on cable TV. In case you haven’t noticed, the Duck is ruling the world. Three of the top 25 books on the New York Times best-seller list are written by members of the dynasty to which Duck Dynasty refers—the Robertson family.

Si Robertson’s Si-cology 1 has hit no. one, with his brother Phil’s Happy Happy Happy close behind. In the South it is hard to pass through a hardware store or even a convenience store without running a gauntlet of Duck Dynasty merchandise. Rumors suggest that the show’s star, Willie Robertson, may run for Congress.

Duck Dynasty, which is in its fourth year on A&E, is a highly scripted reality show. Think The Beverly Hillbillies meets Jersey Shore.