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Rhetorical criticism promised to bring New Testament studies into a new era that approached the Bible as a document of persuasive discourse. Major proponents of this approach suggested that its potential lies in its democratization of biblical interpretation. To date, that promise has never been fulfilled. The reasons can be found by exploring the rhetoric of these rhetorical critics. Such an exploration uncovers systems of disciplinary constraints and discursive habits that keep rhetoric firmly within traditional units of academic biblical interpretation. The promise of rhetoric can only be fulfilled by shattering all notions of a rhetorical 'programme' of biblical interpretation.