[Alex Murphy]

"The Gen X-ers are sick and tired of flash and hype and marketing," Miller said. "The soft sell of a Rick Warren is far more attractive to them than a highly stylized TV presentation of the Christian message."

This "soft sell of a Rick Warren" is just another form of the same "flash and hype and marketing" that the article claims the Gen X-ers are sick and tired of. I don't care whether it's Rick, Saddleback, or his publisher that's pushing these sorts of "soft sell" press releases, it's just more flash and hype and marketing.

[Terriergal]

This "soft sell of a Rick Warren"

I agree. It's another form of marketing. As for soft sell, try the Emergent Church. They reject megachurches, as if the size or style is the enemy. But they have left out the truth as well and are just as confused.

[My2Cents]

The Pop, the Fizz, the Purpose-Driven Biz