I know we are going to disagree on this but I going for it anyway.  The Mass, itself, doesn't need to be welcoming.  It is our duty to attend to give to God the praise and offering He is due.  A homily is not a necessary part of the Mass and, in some cases, should probably be left out altogether if the priest cannot be bothered to spend time on one (kudos to the priest in this story).  Music is also nice, but unnecessary - done poorly or poorly chosen, it is even a distraction.  
I agree that the "big three" are responses intended to make the church attractive.  I am especially heartened, however, that the church site itself hearkens to a "big four" when it says "centered on the Eucharist" (thanks lifeisbeautiful).  I wish that had been included in the article - I wouldn't even have bothered to post on this other than commendation.