One drive inherent in humanity is to desire to improve on the original, no matter what that original is. We see this throughout history, and now see it very clearly in our world today. ISIL demands an interpretation which will restore what they see as the original. Of course, a great majority of their own Sunni branch of Islam do not agree with such an interpretation. Consider what Mohammed himself had to say about Christians in his letter to the monks at St. Catherine’s Monastery in the Sinai desert near Mt. Sinai where Moses met God. (you can read his letter to them here – (https://www.facebook.com/notes/hazrat-abbas-ibn-ali-as/prophet-muhammads-s-letter-to-the-monks-of-st-catherines-monastery/10150235183889345.
We Christians have our own similar (if not quite so barbaric) church groups which denounce every Church not agreeing with their particular fundamental extremism, such as Westboro Baptist Church pickets at funerals.
Recently, a blogger was musing about the newly popular habit of naming new start churches or renaming a church in order to attract more membership. They are especially likely to aim for the hip, the cutting edge, the unconventional church member. In fact, in Warren, MI, there is a congregation titled The Scruffy Church. In fairness, this church seems to be attracting members from a narrow population segment. They espouse a theology of love and acceptance with Scriptural faithfulness. Tradition and doctrine are not front and center here.
Such attempts at renewed evangelism most often seem to be rooted in a drive to revive membership waning membership efforts. In many cases, tradition takes a back seat, or is even tossed out in the effort of be effective and cutting edge. Theology and morality are modified so as to emphasize only certain truths, and ignore or simply cut out what does not fit.