Many have rejected the message we preach because of the lifestyle of the messenger. All of this leads to one very important conclusion: a strong and effective urban apologetic cannot afford to be mere conjecture or speech. It must be an embodied ethic, which is incarnate in the lives of the men and women who defend the gospel of Jesus Christ. Without such an embodied ethic, our message will fall on deaf ears and our cities will continue the decay that has come as a result of the lack of moral coherence.