Is Belief a Poor Sell?

If one goes to the home page of the Evangelical Lutheran Church of America home page, and try to find the name "Jesus Christ" - you will get just one hit for "Jesus", mentioning the title of this year's youth assembly "Jesus, Justice, and Jazz". Going to the "What We Believe" page, one notices a deemphasis on God and Christ - there is more on "Social Issues", "Church and Society", and "Stewardship and Money". Any substantial mention of Jesus Christ is buried deep down in the doctrinal creed pages, past the "What We Believe" page.

What gives? Why is ELCA trying to hide belief in Jesus Christ? Have ELCA's image consultants recommended downplaying the "God and Jesus stuff" in favor of social justice and humanitarian themes?