In this territory it will mean 'inviting' people to a religious convention about 200 miles away, about a religion that most already do not care about.
I believe this could be a 'tactical error' on the part of the GB, who seem mostly interesting in keeping the urgency level on high with this. But as far as future converts are concerned, won't most people who were riding the fence as to classifying this group as a cult, go ahead and jump down on the affirmative side of the fence with this stupidity?
Jeff