How much is that Torah in the Window?

In an article, the Times describes a new Jewish fund raising craze, Underwriting Abraham - Synagogues Offer Sponsorships for Torah Texts.

Hey, it's kids, it's adults, it's a woman scribe, it's Brooklyn, it's money, it's so much more, it's a multi-faceted mitzvah (with a big ROI)...

On Page One of the Times' Metropolitan Section. Hmmm. Shouldn't it be in the Sunday Business Section?