In Indonesia today, middle-class Muslims have an easier time expressing their Islamic identity than during Suharto's New Order period. These citizens are on the lookout for goods and services that comply with Islamic law, leading to the rapid growth of shariah-oriented businesses. Products range from stylish headscarves and Islamic soap operas to Islamic hotels and schools. However, why have Islamic values such as tolerance and anticorruption not become equally important? Has a more shallow interpretation of Islam developed?