Why is cultural relevance a big deal?

Ed Stetzer recently wrote a Blog on cultural relevance, in it he said;

"On the one hand, the church can be so focused on cultural relevance that it loses its distinctive message. Don't think it won't happen—it has happened to countless churches and denominations. On the other hand, it can decide that culture does not matter. That leads to a church whose message is indiscernible and obscure to those who are "outside." Let me propose an alternative: our churches need to be biblically faithful, culturally relevant, counter culture communities

You can read the Full Blog at The Resurgence It's an interesting artical that is full of balance and challenge.