Buddhism seems well placed to capitalise on pent-up demand in the spiritual market. It appears to promise all the goodness of religion without the harmful supernatural additives. Even better, scientists in white coats are increasingly being wheeled out to show that it is clinically proven to increase happiness, improve attention and reduce stress. Add a charismatic CEO in the form of the Dalai Lama and you have a brand set not so much to conquer the world as win it over with loving kindness. But is Buddhism really as amenable to the modern mind as it is claimed?