From the page: "Mr. Hayashi argued that instead of divorcing Japanese Buddhism further from its spiritual roots, his business attracted more people with its lower prices. The highest-ranking posthumous name went for about $1,500, a rock-bottom price.
I know that, originally, that's not what Buddhism was about, Mr. Hayashi said of the top name. But it's a brand that our customers choose. Some really want it, so that means there's a strong desire there, and we have to respond to it."