They listen to it on the radio or internet every day. They attend concerts on a regular basis. Their faith depends on it, so much so that Sunday can be no different than the other six days of the week. There is a concert or party on Saturday night. Let's have another on Sunday morning. Let's have a rock band in front of the altar and call it "Our" service. After all, isn't faith 24/7? "It's only Rock n' Roll, but I like it."
This "innovative" approach to Sunday morning is not solely a Lutheran phenomena but it goes against almost everything Christianity has understood and taught about worship throughout the ages. The difficulty comes when people no longer discern a difference between what entertains them in their daily lives and worship, between a Saturday night concert and a Sunday morning service. Worship becomes little more than what's in it for "Me". Faith becomes dependent on something's entertainment value and my feelings. Somewhere in all this the question arises, "Who, or what then, is "our" god?"
There is a time for everything under the sun. That means that some times are set apart for different (holy?) things and Sunday morning or the weeknight service ought to be unashamedly different than what I am used to at other times of the week.
As someone once said, "You are what you eat." That's what the altar is for.