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Satyam Shivam Sundaram,” wrote a disciple of Sai Baba: 
I have never seen such beauty before–it is the face of Lord Shankar… I must accept Shri Nathji as the Avatar…. only he could have such a face…
This face is the solace of my heart, wrote a young man from Madras, I must pray to it whenever in need….
It is an exquisite photograph, I am greatly impressed, wrote an Air Force man.
Many books were sent out free to people who genuinely desired them but could not afford them. And thus it was that the Face of the Avatar filtered through the modern age, in the midst of its pre-occupation with commercial and consumer products!