The headine also misled me...I thought of my new parish priest who was a business major prior to heading to seminary.  He is "rebranding" the parish with updated letterhead and Facebook page, "marketing" the priesthood to young men...the whole thing makes me cringe, isn't that what Jesus cleansed the temple over, turning the people's house of worship into a marketplace?
This article presents another problem, that the celibate male priesthood is becoming unsustainable, the people suffer for lack of creativity and vision.  The hierarchy is part of the problem, but I observe many lay people who feel comforted with the idea of an authority figure making all the rules and decisions for them.  A lot of Catholics, lay and ordained, do not want the challenge of expanding their vision, challenging themselves with self transformation and organizational transformation.  Parish closures, loss of community, is the price we pay.