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Harris upped the ante again later in July, posting that he is no longer a Christian.

Now running a marketing company in Vancouver, Harris revealed he is turning his back on Christianity on Instagram, accompanied by a photo of himself appearing contemplative at the edge of a turquoise lake in B.C.’s Joffre Lake Provincial Park.

Then came another zinger, at least for the one of three Americans who call themselves evangelicals. In early August, he garnered more worldwide attention by posting a smiling photo of himself eating a rainbow-icing doughnut at Vancouver’s Pride Parade.

Since Harris and his family moved a few years ago to Vancouver to attend the evangelical Regent College, he has been going through a somewhat unexplained metamorphosis.

Photo by Instagram

The celebrity author is now promoting himself simply as “a wordsmith and storyteller who helps clarify then amplify messages that matter.” On Instagram, where he has 30,000 followers, he seeks clients. “I use the power of story to help businesses connect with their customers. Message clarity, marketing strategy, website design. Let’s work together!”

But Harris has also said he is no longer talking to the media about his turnaround on sexual ethics. He turned down Postmedia’s request for an interview, saying “right now I’ve been declining all media interviews related to my marriage and change in beliefs,” adding he appreciated the “reaching out.”

That leaves his inner transformation somewhat of a mystery to followers. The thousands of comments being tossed around online are mixed. Some on social media say he did great damage by promoting strict purity. Others in the conservative Christian media urge him to return to the evangelical fold. Some ask, “Are u gay?” And another group admires his “courage” and “honesty.”