That church's tactics aren't likely to win much support from the folks they are targeting, but it's hardly the same as 'Big Brother' in the sense commonly used.
As to the privacy issue, I don't see much difference between the logic of that project and the logic of a 'Neighborhood Watch'. The point to both approaches is to let people know that their peers are watching them.
I also fail to see that there is any difference in spirit between those tactics and those of some radicals who 'out' people who are 'in the closet' on whatever issue is of interest.
The only privacy issue I see is that the church apparently is able to get the addresses of the drivers from the state DMV. I object to the practice, but as I understand it the DMV records are treated as more-or-less public records in many states.

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