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That's what they've always been about. Promotion and growing numbers.  Nothing new about the LDS using newest technology or sales techniques to do it, either,  It's become cool among the media and others to show how open-minded they are, to say something positive about the Mormons these days.  Proof that the Mormon church PR machine is alive and well.  They have examined the market, changed tactics and they are making it work.  I don't condone ignorant mormon bashing, but I do think it is a good idea to examine all these things in context. I grew up in the Mormon culture too, and am grateful to have escaped. It is not an easy process, either on the personal level, or in relations with Mormon family or with the church letting you go,