Effectiveness, not smallness
Many Protestant congregations have gotten trapped in a "culture of smallness."
They don't value growth, they resist change, and they look askance at megachurches. True virtue, they want to believe, lies in the small, in face-to-face intimacy, in the pastor who knows every story well. Some of this attitude is defensive, of course. Their churches aren't growing, so they develop an ideology of non-growth.