New Gods.

Reading Neil Gaiman's "American Gods" now...

"Now as all of you have reason aplenty to discover for yourselves, there are new gods growing in America, clinging to growing knots of belief: gods of credit card and freeway, of internet and telephone, of radio and hospital, and television, gods of plastic and of neon. Proud gods, fat and foolish creatures, puffed up with their own newness and importance." - N. Gaiman, American Gods, 2001