For an efficiency nut, like moi, that is cool stuff to witness. Unfortunately, organized religion has sort of done the same thing with an inversion of the idea. Imagine the most bland piece of meat, on stale bread being franchised across the country - it would tank - and for good reason. Church in America has sort of done exactly that. Whether it is traditional or contemporary, we solidify around tradition - then never innovate.
If you compare a McD's burger today with one from 25 years ago - it is not the same burger. Way bigger, juicier, saltier. But it is still highly salable, and people are still buying in the millions of them every single day.
Why isnt the church reaching as well as McDs? Because it is stale and inedible by today's cultural standards. Now Jesus - that's a different deal - he was and is and is to come - he is the light and the way - for all days - amen. But we sure have managed to package him poorly. Geesh. Giddy-up leaders - it's time for some Christian happy meals!