This deity represents a syncretistic form of Baal worship that incorporated covenant language, possibly attempting to merge Canaanite and Israelite religious concepts. After Gideon's death, the Israelites quickly turned to this god worshiped at Shechem, breaking their covenant with the LORD. The name 'lord of the covenant' suggests this cult may have offered a rival covenant relationship to seduce Israelites away from exclusive devotion to Yahweh. The shrine seems to have been wealthy enough to fund Abimelech's violent rise to power with silver from its treasury.