Well, the truth is that we are moving in a very different direction as a Church here in the 'New World.' Christianity has traditionally evangelized pagan peoples, not heretics. We are now in an era where everyone has heard something about Jesus Christ, and usually has Him (and the Church) totally wrong. So, we have to overcome not only misinformation, but human egos vested in believing heresy.
Now, that means we have to walk a fine line between universalism ("sure, everything's OK if you just believe in Jesus!") and being a nasty crank ("What, bells on your censor... ANATHEMA!"). If we run around calling everyone a heretic, we become the vile sorts of Pharisees that our Lord condemns. Then again, He doesn't have much better to say about the Sadducees who virtually abandon Judaism all together for the sake of being liked.
The finer the line you walk, the more apt you are to get into trouble. Yes, I think calling a coffee 'Fullness of the Roast' is rather tasteless (excuse the pun on a pun), but I'm not entirely ready to chuck everyone into everlasting fire over bad taste. I do believe they want to share the truth of the Church with others, and that impulse needs to be guided rather than condemned.
Like I said, 'fullness of the Faith' implies that the other might have some truth, but not all of it. Converts from other 'brands' of 'Christianity' have a hard time acknowledging that what they had before was delusion (read the Baptismal prayers) and that Christ did not dwell within them. Believing this means that a great deal of their spiritual experiences were either partly or completely imaginary, which is hard for many people who take pride in their intelligence (who doesn't?) to accept.
So, it's all very complicated. As for coffee, I think I'll stick with my present brand.