That way being, of course, fraudulence:

On catching glimpses in the past of American television evangelists, it was always a cause of wonderment to me that anyone could look at or listen to them without immediately perceiving their fraudulence. This fraudulence was so obvious that it was like a physical characteristic, such as height or weight or color of hair, or alternatively like an emanation, such as body odor (incidentally, pictures of Guevara always suggest, to me at any rate, that he smelled). How could people fail to perceive it? Obviously, many did not, for the evangelists were very successful—financially, that is, the only criterion that counted for them.