Not to be confrontational, but what would you have a church do? Abort any attempt at humor, and be deadly serious in everything? What joke or catch line would you have not put down? I am asking you, what would you have them do? (And I don't mean a genius line like "Shut up!", I mean to say, what other technique would work better)
For centuries the church has seemed like a monolithic, grave body, that was only meant for old men and women with nothing better to do. It seems to me that these people are only trying to show that that is not what it is all about. I don't think that they presume to seriously talk for God, but just as any author or speaker, or person, would do, they try to present old information in a new light to help people understand it.