Which product design innovation in religious publishing first gained mainstream popularity in the early 2000s and was initially controversial among traditional religious scholars?

The publishing and retail landscape for religious texts has evolved dramatically in the digital age. While sacred writings remain timeless in content, their presentation, marketing, and consumption have transformed to meet contemporary consumer preferences. This trivia question explores a significant product design innovation that revolutionized how people interact with religious texts in the modern era.

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Audio Bible subscriptions with celebrity narrators
The "Bible as literature" edition removing all religious references
Journaling Bibles with wide margins for personal notes and artistic expression
Sacred text mobile apps with gamification elements