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Luther and the Book Stalls
Luther wrote a German translation of the Bible, which became one of his big projects. The Catholic authorities at the time were always noting to each other in chagrin that the Catholic responses to Luther just got wiped out in the book stalls. It's just like the mark, what people wanted to hear was the criticism. What they wanted to hearing was this alternate idea of what a shock it would be for them not to have to spend so much money on books.