I think it's a little of both. Organizations change to suit the times, or they die off. Some of this, even in the stuck-in-the-14th-century Catholic church, comes from a re-analysis of "the rules" as they go along. But I think most comes from outside pressure. In other words, "how can we keep butts in the pews and money coming in to the collection baskets". (I just got a vivid mental image of a snake oil salesman. Con artist. You name it.)
"The family that prays together...is brainwashing their children."- Albert Einstein
