That Onion article is darkly hilarious:
But when we rolled into town and people started running after the truck with those big smiles on their faces, I couldn't help but smile back."
Clarkson added: "And when we opened up the back of the truck and they saw that it was full of Bibles... Grown men and women wept in front of their children. That's how moved they were by the Holy Spirit. That's how I know it's all been worth it."