After selling It's All Yoga last year, I realized that if I were to open a studio now (which I'm not and don't have plans to ever:), I would name it It's Just Yoga.
Not that the practice isn't a serious endeavor. Not that our practice doesn't sometimes feel like life or death. Not that practice doesn't make a huge difference in our lives.
In fact, I think the two phrases could mean something similar.
Like in the talk by Stephen Batchelor, the spiritual path can lead us to perplexity, wonderment, even doubt, rather than answers.
In the What is this? approach, the aim is to penetrate the Mystery. And in that, it becomes MORE mysterious, not less.
That's where the awe and curiosity and surprise live.
It's All Yoga feels solid and knowing.
It's Just Yoga is less certain, leaving room for discovery and the not-yet-known.
What do you think? What would you name your yoga studio? ;)