Osteen is simply part of the cult of worshiping the "pastor" at many of these megachurches. This is a common, common theme that we see time and time again.
We have several along the north side of San Antonio where the name of the church doesn't indicate anything remotely Christian - and the name of the pastor is placed in nearly as large a font as the name of the "church."
Yeah, like John Hagee of San Antonio.
The church where I attend Weight Watchers meetings used to be "Lutheran Church of the Saviour." (Not sure why they used the British spelling.)
They moved to a new location, and the building was bought by something called "Next Level Church." Who knows what they believe ... but they have a massive array of amplifiers!