It's really strange, I'll give it that, but is definitely a good thing.
One thing I worry about is that they can give the wrong message to passers-by who don't look into it further.
An anectode: I first heard about them at AGMF, and essentially I saw XXXChurch, "Jesus Loves Porn Stars", and the first few sentences of an article talking about porn or masturbation (can't remember exactly).
The first few sentences were satirical, but without the rest of the article, it came across fairly sincere, and for quite a while, I'm like "umm...I can't believe AGMF let them put that stall there", and avoided it like the plague, me being the moral Christian
I have a great deal of respect for what they do now, I have no idea how they can keep from temptation - I'd imagine that strippers and such all over the place would pose quite a challenge, but hey, God's with em right
It's great!