I would like to clarify a point in the previous post. I am not meaning to disparage the liturgy. Nor am I trying to argue against rubrics or what have you. Nor am I insinuating that the liturgy is not attractive to those who are unfamiliar with it.
Rather this: in terms of our own house, our own members - we have to teach the liturgy and it's meaning - and be explicit and clear about it. Yes - we'll have people who will think the liturgy is neat. . . but we'll also have folks from our own churches who, if not properly trained, will walk into other churches and then come back and say, "How come we don't have three big drop screens that show pretty pictures during the hymns?"
The liturgy is part of our culture as Lutherans -- but you can't simply assume that people will. . . value or understand culture if it isn't taught. That is the point. . . cultural acts must be accompanied by cultural instruction. Otherwise people will just flock to what seems appealing at the moment.