Alex, if you read the New Testament (particularly all those books between the Gospels and Revelation), you will find that the question of "marketing" Christianity -- or "spreading the gospel," if you will -- was very much on the minds of the early Christians. One example of this is the great disputes in the early Christian communities about whether Christianity was for all people, or just for the Jews. If it was for all people, there were certain steps that had to be taken to make it more "marketable" to non-Jews. Which quickly brought them to the question of whether one could become a Christian without first being circumcised; it was recognized that requiring gentiles to undergo a painful and potentially dangerous operation before converting to Christianity would make conversions much rarer. The issue was ultimately decided on practical (non-theological) grounds, with an eye to encouraging conversions and therefore marketing Christianity to a larger population.

Again, this is not a value judgment, just an observation that any movement that hopes to gain widespread acceptance has to think about how its message is packaged, and how universally appealing its symbols are. Same as it ever was -- I don't think it's anachronistic at all.