The massive crowd is broken into small sections with the groups being led by asst. pastors and deacons and they carry on something like a smaller, local church might...
As can be seen from visiting many churches, people are drawn to different types of preaching perhaps perhaps depending upon their circumstances or upbringing...
Personally, I prefer a smaller churches. But as you say, it actually doesn't matter how big the church is if you've got good small-groups.