Because of people like Dale Ratzlaff who say things about us that suffer from inaccuracy. We want people to get to know us as we are—fellow brothers and sisters in Christ—and not judge us by labels that some try to stick on us. Once people get a chance to know us, we are happy for them to discover we are Seventh-day Adventists.
In this we stand in good company, with Jesus in fact, who had to do the same thing when the Pharisees were slandering Him; often He ordered people not to divulge His identity, until they really knew Him.
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This is something I struggle with, our church always starts our meetings in other locations, than moves to the church after a few weeks. I understand this reasoning, but it still feels deceitful to me.