Oprah's ugly secret

By Peter Birkenhead

March 5, 2007 | Steve Martin used to do a routine that went like this: "You too can be a millionaire! It's easy: First, get a million dollars. Now..."

If you put that routine between hard covers, you'd have "The Secret," the self-help manifesto and bottle of minty-fresh snake oil currently topping the bestseller lists. "The Secret" espouses a "philosophy" patched together by an Australian talk-show producer named Rhonda Byrne. Though "The Secret" unabashedly appropriates and mishmashes familiar self-help clichés, it was still the subject of two recent episodes of "The Oprah Winfrey Show" featuring a dream team of self-help gurus, all of whom contributed to the project.

The main idea of "The Secret" is that people need only visualize what they want in order to get it -- and the book certainly has created instant wealth, at least for Rhonda Byrne and her partners-in-con. And the marketing idea behind it -- the enlisting of that dream team, in what is essentially a massive, cross-promotional pyramid scheme -- is brilliant. But what really makes "The Secret" more than a variation on an old theme is the involvement of Oprah Winfrey, who lends the whole enterprise more prestige, and, because of that prestige, more venality, than any previous self-help scam. Oprah hasn't just endorsed "The Secret"; she's championed it, put herself at the apex of its pyramid, and helped create a symbiotic economy of New Age quacks that almost puts OPEC to shame. ......