… a desire emerged on the part of the clergy to maintain ecclesial distinctness and to fortify the church’s boundaries against the fickle, conversional faint of heart, the perpetual seeker. In this way, clerics endeavored to set Orthodox Christianity apart from the crowded field of religious options to ensure that it was not cheapened and rendered just another church in the raising of its visibility and attractiveness to religious seekers.

Amy Slage,  The Eastern Church in the Spiritual Marketplace: American Conversions to Orthodox Christianity

Understandable as this is both theologically and pastorally, it also an example of clergy trying to “protect the brand” so as not to lose value or market share in a competitive, religious market.