"Moving from culture-at-large to church culture, a Cowboy Church movement has arisen largely because the standard Southern Baptist church culture has almost nothing Southern about it. The music is Rock, the marketing is Madison Avenue, the platform dress is Abercrombie & Fitch, and the A-V technology is Times Square.
"What's Southern about that?"
The above quote is taken from If Heaven Ain't A Lot Like Dixie? by Bart Barber, which you can read for the larger context. If you're not Southern Baptist, this may not grab you the same way as it will someone who is Southern Baptist. Nevertheless, this is an interesting conjecture about the rise and popularity of the "Cowboy Church". Is part of it because modern churches make themselves over into something that is foreign to their culture? Just wondering.