Cleanliness becomes more important when godliness is unlikely.

Cleanliness', chuckled Sir Benjamin, noting his great niece's delighted smile as her eyes rested upon him, 'comes next to godliness, eh, Maria?

If by the quarter of the twentieth century godliness wasn’t next to something more interesting than cleanliness, it might be time to reevaluate our notions of godliness.

Cleanliness is almost as bad as godliness

Cleanliness is indeed next to godliness.

Medical researchers don't know much about head lice because they don't much care. The reason that they don't much care is, paradoxically, that they know a lot. That is, they know one important thing: there is no evidence that head lice transmit disease.