If you attend a craft fair in Southern California, sooner or later, you'll come across someone who's selling rocks.

But, these are no ordinary rocks. They're healing crystals. Drinkers should grab a peridot for their livers, people with the flu just need some turquoise, and rose quartz is the new age equivalent of Viagra. (Funny, I've never gotten a spam email about rose quartz.)

They're not just selling gemstones...they're selling small slices of mythology. Polished or not, people won't just buy a rock, but they will buy a story about how a rock will cure what ails them.

People aren't really interested in buying Vitamin C pills, either.