Saturday night I was at Borders in their café. At the table behind me was a guy--Old world Indian but with an American accent--talking to three other people. I wasn't eavesdropping, exactly. But after a few minutes, I had gathered enough to realize that he was giving a Scientology spiel. There was something about how "We don't worship L. Ron Hubbard" which I guess I had heard before. And he was articulate, but kind of peevish. He kept stopping to say that you can't compare Scientology to any other religion, taking a tone that sounded like a teacher who's seen one too many spitballs go flying. My guess is that his small audience were less likely to sign up afterwards, not more.
Maybe that's why the church wants every celebrity it can get recruiting for them. Aside from (the somewhat reticent) Beck, few of these people actually come off as cool. But it seems to be a message that carries better in mass media than in the one-on-one.