culturally commuting from who they are

Sarcastic Lutheran not only ventures her definition of "emerging church" on a new post,
but offers this helpful phrase, emphasis mine:

"...this is not saying that there is something wrong with the traditional church. Trad church is often a faithful expression of Christian community. But my friends would have to culturally commute from who they are to who the trad church is."
link

Why do we ask peoples to do the ridiculous/impossible/what we would never do:
to culturally commute from who they are?

Reminds me of the Gaithers on crack.