Even when they’re not seedy dens of sin, sex stores often neglect one set of potential customers: religious conservatives. One couple is trying to rectify the situation by opening the online sex toy store Book22, catering to conservative, married couples. The pornography-free site, which takes its name from the Biblical book Song of Solomon, sells sex toys as “aids” for procreative intercourse. Owners Joy and Kevin Wilson avoid anal toys–not sin-free–and take their purchase cues from prayer. “We pray about things before we add them to our site,” Joy Wilson explained recently to NPR. “Almost our whole entire ‘special order’ page has come about from that.”