Every once in a church sign will strike me as just plain mean-spirited. In the church I grew up in, we heard it in every single service: "Hear what our Lord Jesus Christ saith: Thou shalt love the Lord thy God with all thy heart, and with all thy soul, and with all thy mind. This is the first and great commandment. And the second is like unto it: Thou shalt love thy neighbor as thyself. On these two commandments hang all the Law and the Prophets." Although I've not attended a service in years, I can stil hear that passage being intoned from the Book of Common Prayer and I could say it in my sleep. It's a simple command, really - love God, love each other, and the rest follows. And even as a nontheist, I still like it. Because the emphasis is on Love. Not judgment, not damnation, not reveling in the idea of those who see the world differently being consigned to an eternity of torture by a crazy, spiteful god.
Is it any wonder, then, that some people react to that attitude with mockery?