Since Christendom is built on a story that is literally larger than life, Peacock's wonders why CCM is smaller than life. The Bible is full of sin, death, doubt, love, hate, anger, war, lust and other messy subjects. The faith of the ages wrestles with the bad news before reaching the Good News. Truth is, no one expects CCM to appeal to many listeners who aren't already true believers. This is, noted Peacock, a mighty strange strategy coming from people who say one of their main goals is evangelism.
Some critics go even further.
Mark Joseph of the MJM Entertainment Group in Southern California, has dug into sports history and found an even more provocative judgment. This arrangement allows Christian companies to lock up their artists, while the biases of the secular marketplace remain unchallenged. On the other side, some purists say CCM is soul sick because its artists crave mainstream success and respect. People who run CCM companies must learn to reach the ears of unbelievers as well as believers, he said. This would even allow some Christians to successfully write songs that appeal to non-Christians, even if that breaks the CCM rules and might, in the short run, seem unprofitable.