I first must say that this is an amusing, even comical, look at Fundamentalist Christianity. The ridiculous measures that some will go to in order to get their message out there, and how they will skew things to their own particular perspective in my opinion needs to be satirized. If the filmmaker's intention was just to make a documentary about how ridiculous some of these people have been and even are today, then he succeeded.
But where this documentary fails, and it fails spectacularly, is that there is no distinction made between Christians who believe in the fundamentals of their faith and have their lives transformed by that, and fundamentalists. Each experience, each word, each action is seen by the filmmaker as being a ridiculous expression done in the name of marketing.
It would be easy to confuse fundamentalism as it is expressed in American Christianity as being what anyone who calls themselves a Christian believes if all you had was this documentary to watch.
Let's face it there have been many who I would say have hijacked the Christian faith for their own purposes, whatever those purposes might be. There are however many who follow these people, rightly or wrongly, who do so because they believe that they represent the gospel message. Are these people in on the marketing?
What irks me most about this documentary though is that there is no balanced view and there seems to be a supreme lack of understanding of what historical Christianity has traditionally stood for. If you're going to satirize something, you should have at least a basic understanding of what you're satirizing in order to pull it off well.
Again, the documentary does well when it comes to making some fundamentalist leaders look ridiculous. And if that was the only point then job well done. But this documentary is neither informing or all that intelligent.