The choice to use the Folk Church as the main case for evaluating how old institutions respond is in itself provocative and challenging. The book therefore opens with a discussion of why the Folk Church provides an example of a cultural institution worthy of being analysed in this way. The four main parts of the book elaborate on relevant parts of the history of the Folk Church; the nature of marketisation; of individualisation and of social capital as related to the Folk Church. The book concludes with a discussion of the effects of marketisation and individualisation on cultural institutions like the Folk Church. Cultural institutions must ask themselves what happens to What Money Can’t Buy in their response to marketisation and individualisation?