I think that's why they get a lot of criticism from traditionalists. (Not saying you're one. Just springing off your observation to address the issue more fully.) They're using a different paradigm, and that's terribly disorienting to someone who confuses the method with the message. How many "mainline" churches in America have fought to preserve the method for a hundred years while loosing the message (and attendance as well)?
Actually, to contradict myself somewhat, the idea of a "seeker service" -- a service that's oriented towards non-believing seekers, not Christians -- is quite old. I believe they had them in Presbyterian churches a hundred years ago. Probably more hellfire preaching that we'd use today, but the method is not more sacred than the message.