*Sigh* I'm excited to read this book, but I also wonder what took so long. Stuff like this has been around my whole life (23-ish years.) Of course, I might just be more aware of it because my grandparents and younger cousin are totally hip to the uber-Christian groove.
Frankly, as a young Christian, this kinda thing annoys the stuffing out of me. I feel as if there is a very fine line between belonging and alienating. In an effort to wipe away every speck of non-Christian dirt, uber-Christians are in fact drawing lines in the sand (usually circles, around themselves) that strongly labels Us vs Them. That was NOT the message of Jesus. Remember, he loves "all the children of the world?" He met with prostitutes, tax collectors, and said that non-Jews could be saved; he was all about erasing the lines. He was all about the non-judgemental.
Maybe it's also just a facet of growing up Lutheran (I was taught my relationship with God is nobody's business but mine), but I don't buy the whole "we're commercializing to reach out to people." Witnessing should be done infrequently, and cautiously, and never for personal motives-it should be done when the Holy Spirit guides you, and the other person is willing. (Think spiritual consent: no means no, they're not ready or they're following their own spiritual path, no matter how true the Word is.) Putting this kind of bull out there ("Jesus is my DJ"? Seriously?) only makes actual, heartfelt witnessing harder.
It also threatens to push away ACTUAL fellow believers; I can't tell you how many times I've been told I'm going to hell by a member of a uber-Christian group on campus, only to see them in church the next Sunday. Talk about embarrassing.