I thinkIn my experience it is duecorrelated to the rise in Protestant rent-a-building cult following communities (i.e. where people go for the charisma of the preacher and the emotional response from the rock band) and 'megachurches' marketing themselves to be in contrast with 'mainline denominations' (i.e. Anglican, Baptist, Catholic, Presbyterian) from 1980's - 2000's, finally cemented in American imagination and propelled to popularity by this foolish YouTube video (which has been rebutted multiple times).