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In today's world I think there's good reason to question whether this is a genuine effort to be more "Christ-like" or a marketing or rebranding strategy designed to grow membership and political influence. Time will tell, but I would have found it more reassuring if Daly had started by leaving Focus on the Family and starting a new group; it would have more effectively demonstrated his repudiation of FOTF's past tactics. Staying with the same organization, complete with its staff and infrastructure - and their long-held, deeply embedded beliefs - sends me a mixed message. If he's sincere, I expect to see some personnel changes at FOTF, not just coffee dates with leaders of once-denigrated groups.