Turn or burn?

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http://images.mylot.com/userImages/images/postphotos/576034.jpg This is not a photograph, but a simulation of what I saw one evening, while coming home from work. No explanations, just there in plain letters: TURN OR BURN. To be honest, I wasn't sure what to do when I saw it. Should I be offended? Should I be tolerant of other beliefs and positions and ignore it? And that really is my trouble with this. Here are the two ways I could look at it: 1) Wrong beliefs DO hurt people: How could a "turn or burn" belief hurt people? Just ask the dead, the mass of them, how the philosophy that's fueled a thousand wars, between a thousand different religions and philosophies, for thousands of years hurt anyone. On a smaller scale, take a person who's just left a church which had overbearing leadership. Then add the guilt of a "turn or burn" message from this billboard. Is it any wonder why some people turn away? 2) We should be tolerant of all (even the intolerant): So, what makes me so perfect that I can go around and point fingers at this church? They are following what they know to be true and giving their idea of the truth out to the world. What's wrong with that? They are just exercising their first amendment rights in proclaiming what they know to be true. Besides, even if they are proved to be wrong, that is not for me to decide. I should just follow what I know to be true and not be worried about everyone else. So, I open this up to you. How do you see it? If you drove by this sign, how would you react?