Reaction to a recent Businessweek cover was swift and direct, with some bloggers and commentators going as far as to call the magazine exclusive "bigoted" and "out of bounds."
The article -- titled "How the Mormons Make Money," by Caroline Winter -- is an in-depth look into the business side of The Church of Jesus Christ of Latter-day Saints, with much attention given to the tax benefits the church enjoys and the extent of its holdings of property and stock in multinational corporations.
The magazine cover, the aspect of the article receiving the most criticism, is a caricature of a well-known Mormon painting that shows John the Baptist blessing two Mormon leaders, Joseph Smith and Oliver Cowdery.
Next to John the Baptist is a thought bubble that reads, "... and thou shalt build a shopping mall, own stock in Burger King and open a Polynesian theme park in Hawaii that shall be largely exempt from the frustrations of tax."
In response, Smith replies, "Hallelujah."
Michael Purdy, spokesperson for the church, responded to the cover in a statement to CNN, "The Bloomberg Businessweek cover is in such poor taste it is difficult to even find the words to comment on it."
Purdy's disapproval extended beyond the cover. He said the article was "biased, inaccurate and speculative" in nature. "The article misses the mark and the cover is obviously meant to be offensive to many, including millions of Latter-day Saints," Purdy wrote in an email.
Multiple calls and emails by CNN to representatives at Bloomberg went unanswered.
Others reserved their criticism for the magazine's cover. Mormon blogger Joanna Brooks wrote that while the cover was certain to ruffle some Mormon feathers -- it already has -- the article was a "generally balanced and straightforward assessment of LDS Church finances and enterprises."
Even still, Brooks wrote, the shock of the cover image will keep most readers, especially Mormons, from taking the article seriously.