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From the site:

I’m not sure what it is about human behavior but we think if we ignore a problem then it might just go away. The problem is that rarely happens. As we begin the new millenium we have an opportunity to address the internet porn problem in a real and authentic way. We can surf the tidal wave (no pun intended) instead of being destroyed by it. It’s going to take an effort by us all though and we must start now.
Here are some of the facts….
Pornography is a $13 billion industry…more than the combined annual revenues of the Coca-Cola and Mcdonnell Douglas Corporations. That’s a lot of money!!
In 1990 300,000,000 X-rated videos were distributed in our neighborhoods. Since then sales and rentals of adult videos have risen 75%.
At one Promise Keepers event, 50% of the attendees admitted to dabbling in porn during the previous week.
Those facts are startling though why is no one talking about that? Why have we ignored the fact that this is happening?
It would be truly naïve to think that only dirty old men have this problem. Christians and Non-Christians are dealing with this. This is something that faces us all. Christians buy the videos, Pastors log onto the websites, church leaders are buying the magazines. Now that may sound harsh but we have to get completely real and honest about what is going on for us to achieve real solutions. It’s our kids that are logging on and our families that are being affected. Don’t try to say it’s just the worlds problem. It’s our problem and so what are we going to do about it?
Here is our suggestion…
1. Talk about it.
Get the collective conversation started. If you’re waiting for someone else to bring it up you just might be waiting a long time.
2. Be accountable.
Join the X3 team and strive to live a pure life. Keep yourself away from the stuff. If you’re struggling with it get some help. Don’t go this alone.
3. Be open and aware.
Look for ways for you to help solve the problem. In your business, in your church, in your family, take initiative and get real. Be aware of what’s going on in society around you in regards to this issue and look for ways to bring solutions.

I can't figure these guys out...heck...They can't seem to figure themselves out either...check this quote:

We’re not sure why we are here but we are glad that the Lord has allowed us to use this vision to help people.

So far I like the guys, it's a good approach, but they'll need to ditch the bogus "stats". Those numbers have been show over and over to be full of it. Just look at the video sales/ rental line. According to their math that means last year 525 million porno video were sold or rented, or nearly 2 for every man woman and child in the country (exactly 2 would be 560 million). I don't think so. Just how much room for legit movies do you think Block Buster would waste if there was that kind of demand for porn? With movie rentals at about $3.50 and purchases going for about $25 (going off legit stuff here, which is cutting the estimate short porn is usually more expensive... none of your business) that would totally blow away the 13 billion estimate just on the video market.

In one of the countless porn threads here on FR there was a source everybody found believable that put the revenue at a couple hundred mil a year. Still a fair chunk of change, but nothing rivaling Coke. For good reason, if there were THAT much money in a decentralized industry like porn why would anybody go into any other business. If there were 13 billion a year in porn revenue without the distribution and advertising moxy Coke has to beer just how many trillion do you think Coke could make if they switched businesses?