Reporter Brett Martin tries to use the tools of modern marketing to invent a new religion...one that would serve all the Americans who don't associate with any particular organized religion. It's a lot of people: Forty-three percent of the country says they don't consider themselves religious (according to a 2002 USA Today/Gallup poll).

Out for a simple pleasure cruise with two friends, Alex Zharov was planning to see Jamaica Bay in New York City. But this end-of-the-day excursion, which should have only lasted 40 minutes, turns into an out-of-control adventure that left him lost, stranded, and bleeding...all within sight of the Empire State Building.