When you are doing PR, and trying to convey a message, it's kind of crucial to actually care about what your audience thinks.

And it's actually not "very few" people who link "love" to the term "god". It may not be the only definition most people have for the word, but it's definitely one of the top definitions that get included for many, many people who've been raised with Christian traditions. That and the idea that "God is Light". I think a lot of anti-Christian folks kind of don't pay attention to that fact. I've talked with a lot of very religious folks, mostly Christian and more esoteric spirituality types, who do indeed feel that God is more of a scientific force that is easily represented as literally being the "sensation of love" and the idea of pure energy (pure light), and not at all some "guy in the sky".