Put simply, the church finds itself in a post-Christendom era, and it had better do some serious reflection or face increasing decline and eventual irrelevance.
Many church folk, in their self-conscious attempt to be overtly morally upright, emit all the wrong signals, thus messing with people's perception of the gospel.
Most churches don't have the resources for these tricks and inducements but are still bound to the imagination that church happens on a Sunday in a building.
Because we believe that somewhere in the nest of paradigms contained in the phrase "missional church" lies nothing less that the future viability of Western Christianity.