Do we really help people who just plain don't believe by trying to keep them in the church? And isn't that apologetics?
From the Catholic Encyclopedia:
The same idea is expressed almost exclusively by the verb, "apologize", and generally by the adjective, "apologetic". For this reason, the adoption of the word, "Apologetics", in the sense of a scientific vindication of the Christian religion is not altogether a happy one. Some scholars prefer such terms as "Christian Evidences", the "Defence of the Christian Religion". "Apologetics" and "Apology" are not altogether interchangeable terms.
In them the refutation of specific charges was the prominent element. Apologetics, on the other hand, is the comprehensive, scientific vindication of the grounds of Christian, Catholic belief, in which the calm, impersonal presentation of underlying principles is of paramount importance, the refutation of objections being added by way of corollary.
http://www.newadvent.org/cathen/01618a.htm
The author of the FAIR/MAD article funny enough would probably not be able to believe that FAIR is an apologetics organization since she thinks that scientifically vindincating** a religious viewpoint is mere "fundamentalism" and doesn't believe in truth. But that's just a humorous aside. Promoting faith doesn't make for an apology, and an apology doesn't make for apologetics. Heaven forbid a president, chief security officer, and facilities manager of the FAIR/MAD organization would know what apologetics is, the word even appearing twice throughout the conglomerate entity.
The stance of apologetics historically wasn't without controversy. It wasn't universally agreed that matters of faith could, or ought to be proven. One could in fact be faith affirming while maintaining a low view of apologetics.
Whether or not the Sunstone staff combs the Journal of Mammology archives looking for anything that might have been mistaken for a horse molar has nothing to do with whether it is ultimately a faith-promoting publication.
*Given the recent incident surrounding Ardis, it might be more appropriate to talk about MAD's apologetic club known as FAIR.
**Here "scientifically" doesn't likely refer to just emperical science, but strict and logical reasoning - natural theology etc..