Just a warmup for the big showdown:

For 15 years the Mormon identity has been tangled up with hating gay people.

From a PR perspective, the leaders KNOW this hurts overall.

They need to switch focus quickly, and direct attention to something new.

Enter Sabbath Observance. We have all heard that this is the big focus area as directed by the Q12. But why? When have we ever had a "theme" like this?

My theory, totally unsubstantiated, is that this is a placeholder, a warmup to a bigger showdown. It is useful, for now, because it is giving the leaders TIME to regroup and write the strategy behind closed doors while quieting down bad press from homophobia (recent leaks & events were accidental).

The big showdown will be against the atheists.

It gives the members a new group of people to "love" while they hate their actions. These are the players in the opposing dugout in the fight for religious freedom. But they can't wage this particular war yet, still lots of planning & legal strategizing, similar to late 90's vs gay marriage.

Atheists will be the next enemy, guaranteed. They'll say the 11th article of faith was meant to protect other types believers, but never intended to protect the nonbelievers.