I can certainly see how such a message is popular with a certain audience. It's a GOOD thing that you don't want to go to church. That actually means you're closer to God than those vain, vapid people that do go to church. You're much holier than they are.
Ironic that in Jesus' day the Pharisees ran the church, and today the Pharisees choose the lone wolf route. But in any case, they find a way to believe they are better than other people.