Meeting "Needs"?

I am reading a great book for my DMin program: Derek Tidball, Ministry by the Book: New Testament Patterns for Pastoral Leadership (Downers Grove, Ill.: IVP Academic, 2008).  During his study of the Gospel of Luke, he explains that "Many pastors have become chaplains to religious clubs, or managers of a religious supermarket, and their primary focus has been on satisfying the needs of its members or keeping the loyalty of its customers" (64).  This rhetoric is nothing new; I have been hearing this for years. 

He does, however, make a good point later, while quoting William Willimon: "We need not just to be satisfying the needs of the insiders [of the church] but helping them to learn whether those needs are even legitimate ones to have or not [emphasis added].  [Willimon] writes: 'Our culture tends to be a vast supermarket of desire.  Anyone who goes out to meet my needs is going to be working full time!  I believe this is one reason many pastors are so fatiqued.  They are expending their lives, running about in such busyness, attempting to service the needs of essentially selfish, self-centered consumers, without critique or limit of those needs.  Flannery O'Conner mocked a clergyman of her acquaintance, whom she called 'one part minister and three parts masseuse'" (64-65).

In our effort to be missional, have we created "needs" that really aren't needs at all?  In our effort to present the Gospel in a way that people can understand, have we created a need that is really a consumer's preference?  I think so.  I am becoming more convinced that these "needs" that we are trying to fill are really pacifiers.  For example, does our culture "need" a light show to worship God?  Or is this just their preference to be entertained and we made it a need?  This particular example is something that comes to mind as I process Tidball and Willimon's statements.

Thoughts?