Read “Hook Of Mormon: Inside The Church’s Online-Only Missionary Army.” It’s not perfect, but it is very insightful.
Here are two quotes from the article:
“The Mormon church is doing for religion what Amazon did for stuff: embracing the web to make shopping for a new faith easy, convenient and accessible 24 hours a day, 7 days a week.”
“The same tools recently eschewed as slippery slopes to temptation have now been sanctioned by the church to convey the most sacred of messages and fulfill one of the holiest of Mormon duties.”
Picture of some of the missionaries at the online referral center.