It's about publicity. And marketing. Take note fellow business owners: there's no better way to get PR in this world then to pick a fight with someone.
True friendship is about meeting in the place of truth, and loving and supporting each other there. Anything else is just a paler shade of polite.
What if you haven't talked to God since your now-I-lay-me-down-to-sleep days and you're not even sure God exists and then you're hit with a devastating loss or an emergency trip to the E.R.?