Before, it had read, "Love God, but hate church? So did we. Lifechurch.tv"
Point of interest - the name of church itself is Lifechurch.tv. Not just its website.
...Sits back to let readers' jaws slacken...
OK, but now the billboard has changed. It now reads, "Lifechurch.tv. Not what you'd expect."
Let me ask a simple question. To whom should a church be "advertising"?
Trick question! How amazing to think that a church is advertising at all! But I digress...
For whom is the church?
Acts 2:42 - And they devoted themselves to the apostles' teaching and fellowship, to the breaking of bread and the prayers.
Are these actions in which unbelievers would participate? No - in this and dozens of other places in the New Testament, the church is clearly the place for believers to come together for worship, fellowship, proclamation of the Word, and church ordinances like the Eucharist.
So, I might expect a church to follow the biblical pattern (I know, I'm nuts, just nuts!). Thus, if Lifechurch.tv is not what I would expect, then what should I expect?
Does that mean that Lifechurch.tv will not indeed devote itself to the apostles' teaching, fellowship, breaking of bread and prayers? Certainly not to the apostles' teaching if it is advertising to get unbelievers to flock to its gates. Certainly not to the fellowship if the church is filled w/ unbelievers (2 Cor 6:14-15). W/ great difficulty to the breaking of bread, since the Eucharist is NOT for unbelievers.
So a reasonable answer to the billboard could well be: OK, it's not what I would expect. The church is what the NT teaches. This is no church. The church is for these things outlined above. The world is for evangelism and reaching out to unbelievers (1 Cor 5).