And there's nothing wrong with marketing per se. If marketing were categorically wrong, then we should all call for churches to remove the signs outside their churches, regardless of what they say. In the very least, we should remove the marquees that display service times, and/or the title of next Sunday's sermon.
Recently, a local church, Yorba Linda Friends Church, renamed itself to Friends Church. The presumption here would be that they're doing so to hide the name of the city they're in. BTW, they're a Quaker church. Their name doesn't have the name "Quaker" in it either.