I try not to get too worked up about the commercialization of church holidays. It seems inevitable in our culture, in which most people are at least nominally Christian yet the real national faith is capitalism. The Christmas shopping season is annoying and the Easter candy aisles are dangerous, but it seems futile to rail against things that are more symptom than illness.
It is pretty perplexing, however, when marketers try to capitalize on Lent.
The prophet Isaiah lays out what God wants of the creatures made in God's own image. God does not want self-deprivation. God does not want self-flagellation. God does not want us to suffer for the sake of suffering. God created us in love and wants us to live life to the fullest, knowing joy and communion and fulfillment.