There are some Christians who are turned off by the evils of religion. One such group is Missiongathering
They wanted to embody God's grace to the emerging/postmodern culture they were a part of. To take ancient symbols and the story of God's grace and live out what they mean for us today. This community of faith—this gathering of restless spiritual wanderers from all over San Diego County--found a safe haven for Christian spirituality as opposed to religious institutionalism.
This group also placed a huge billboard up. I think it's good to have a loud, different voice from the other side. Perhaps they can spark conversations and church in the Christian culture.