What happens if the Messiah doesn't arrive? The story is told about a pious Brooklyn shopkeeper in the 1940s, who due to financial stresses, kept his shop open on Shabbat. One day, a charismatic rabbi organized a march to greet the Messiah, and many began to believe that the redemption was near. The shopkeeper asked the local Rosh Yeshiva for advice on whether he should close his shop on Shabbat, to prepare for the Messiah's arrival. The rabbi, a graduate of one of the Lithuanian Yeshivot, told the shopkeeper that he need not worry, the Messiah wasn’t coming that weekend. A student, overhearing the exchange, was puzzled by it; why was his teacher discouraging the shopkeeper from observing Shabbat? The Rosh Yeshiva responded that if the man closed his shop, and the Messiah didn't arrive, the disappointment would break his faith, and he would never entertain observing Shabbat again in the future.