Scum of the Earth Church

The church for punks, skaters, ravers, goths, homeless...etc. You'll know you're welcome by it's name: Scum of the Earth Church. The site goes on to say that there are plenty of chruches for "normal people" and that they think they have a unique calling to...ahem...scum. "We are just aware of our need for God, as Scum of the Earth." [link]

How do you build up someone's self esteem by continuously calling him/her scum?