success in explaining it turns on their credibility as an expert and an authority, which turns on techniques of rhetoric, argumentation, and persuasion . It also turns on structures of power and consent. Framing and context. Who decides who is an expert? Who decides which expert will tell us about science, and in what way? A cultural authority, not a scientific one. The publishing company, the TV network, the university, the school, the State. Entities who have a vested interest in what you learn about science, and what you don't. The authors of these books need to establish themselves in the eyes of the general public as authorities, as science experts rather than scientists, regardless of the fact that they are already regarded as such by their peers and the scientific community. The books are not sold to their peers or the scientific community. They are being sold to non-scientists to be accepted as the truth. To be believed . Turf Wars But belief is religion's turf. Religion has created, refined, and mastered the rhetoric of belief. And religion has historically spoken with exclusive authority on the questions of the origin of man and the universe for all but the last 100 years or so. Regardless of our religious beliefs as individuals, as a society we have accepted that the answer to these questions will have a religious dimension or they will come in a religious form. Because laypeople take in science through the same apparatus of faith and belief