In our experience (House of Worship design/build), clients that come to us asking for _______ brand find out what they really are looking for is a performance/capabilities level. Often the best solution isn't what they asked about.
Yep, it is very common for people to think of an audio system in terms of the physical components but when it comes time to assess the results and pay for the system that assessment is almost always based on functionality and performance. It's common at the end of a system install to hear "it doesn't do this thing we wanted" or "it doesn't sound right" but for it to have been the gear rather than those goals that were defined upfront.
At least in my experience, one reason many firms avoid the house of worship market is just such issues, some churches do a very poor job of defining their goals and expectations up front and then acceptance of and payment for the system gets messy due to goals and expectations that are only then identified. People tend to think of audio systems in terms of the stuff rather than what it does or allows you to do, at least until the stuff is there and doesn't do those things.