John's note on facebook is worth reading. Here's an excerpt.
What is misguided is the notion that we need a new word to focus our attention on the work of God for blessing & growing His church. We've had a perfectly fine word for quite some time that means just that--*liturgy*. But it would appear that this word does not mean what many think it means.
Some mistakenly think that liturgy is the work people do for God (as though God needs anything from us). Others associate liturgy with traditional worship style and things that are old-fashioned. Still others de-promote the use of this fine term, arguing that Lutherans more commonly speak of "rites" and "ceremonies" as their lingo.