Is this just a matter of service offered?

I found this very interesting picture from Rick's blog, if you track links you will find very interesting comments about this church add.
I am at very beggining of this emerging conversation and our emergent status in Brazil is also at its very beggining, but this picture brought me some questions: is emerging church just a different service to gather youths to church?
I myself fought a lot for a worship with drums and the like, and many leaders still think this is the matter.
When I read a very interesting article at Church Marketing Sucks: "Why People Leave Church", people themselves try to explain that quality of services are the matter, but as the same excellent article concluded, problems are more like a cummulative effect and has more to do with our inability to solve conflict. Which is: the problem goes around how we are community.
From what I have seen, this story is much deeper than offering services to please everyone. I think the way we do services reflect a lot the culture of a community and has a lot to do with how we express, but what we do and how we live community day by day means the large part of iceberg under the sea.