Do the ends justify the means (round 2)?

The "ends justify the means" debate is clearly a challenging one, with difficult examples in both Scripture and the Church. I loved a quote Dave included in one of his posts:

"American-style evangelicalism has been thoroughly McDonaldized, mimicking the popular fast-food chain. Consumer-oriented marketing principles have been embraced to attract and satisfy more and more people in order to sustain ever increasing egos, visions, budgets, staffs and buildings. In this type of environment almost any conceivable program is justified as a legitimate means to a desired end. Yet this is nothing but unrestrained pragmatism. Such a perspective is open to criticism because even if something works it does not necessarily make it right, true or conducive to forming genuine Christ-followers."

Here are a few examples of the "ends justify the means" debate that I found over the past couple of weeks:

• Joel Osteen leads a church in Houston that has upwards of 50,000 weekly attendees. He has written the international best seller Your Best Life Now, just released his new book Become a Better You, and the TV broadcast of his sermons are seen by millions around the world. People flock to Osteen to tell him how God has used him to change their lives. He was dubbed "America's Pastor" on a recent episode of 60 Minutes. Osteen has some staunch critics, saying his lack of theology makes him nothing more than a motivational speaker, but should we not respond with Philippians 1:15-18: "...Only that in every way, whether in pretense or in Truth, Christ is proclaimed, and in that I rejoice?"
• Many churches are using Halo, a violent but popular video game that has a Mature (17+) rating, to attract teenagers to church. Critics argue that adult leaders are giving teens access to inappropriate material but should we not also recognize that, not only does Halo provide an outlet for fellowship, it brings kids into church at an impressionable age?
• A survey conducted by McKinsey & Company highlighted the increasing social consciousness of corporate CEOs. The CEOs discussed issues such as the increasing demand and limited supply of natural resources and the urgency to act, but the motivation is clear. The CEO of a consumer packaged goods company said "Water is the biggest issue for our company right now -- the ability to do business in water-stressed areas is critical to our growth." Corporations may act in search of profit but is that a bad thing if they help relieve the suffering imposed by a lack of sanitary water?

If lives are truly being transformed through sermons light on theology or through discussions about Halo's depiction of the battle between good and evil or through corporate environmental conservation, should we not rejoice?

What should our response be as businessmen? Should Christ-following artists work to create games like Halo because of the fellowship they provide? Should Godly retailers sell books that promote self esteem more than Scripture because of customer demand? Should Christian employees use profit potential to push their companies to protect the environment?