In these parts, The Boston Church of Christ (which I guess is now called the Multiplying Ministries?!) is heavy on recruiting especially around college campuses. From my conversations with them, they too could pull a good scripture out of their, um, hat whenever they needed to. Of course, they've been taught how to do that so it appears that they have a greater understanding of the bible. And it certainly works.
It's an effective recruiting technique. Of course, so much of it is based on memorization as opposed to comprehension that it can quickly fall apart upon scrutiny.
Do I really care if someone can tell me that the word whale appears 256 times in Moby Dick or that Oceania first appears on page twenty three of Orwell's 1984 if they miss the whole point of the stories? Okay, I might be mildly impressed more in a stupid human trick type of manner...
People want substance. Lack of true substance will eventually be revealed. Yes, people like good advertisements, but they like reliable products better in the long run.