Ad Crucem will never relinquish the market for Lutheran Identity. We have no interest in mere "expression," and nor are we interested in laugh-track gimmickry and cheap knick-knacks. Ad Crucem's products must and will always preach Christ and Him crucified for the forgiveness of our sins. If our products are not, directly and indirectly, confessing the atoning sacrifice of Christ Jesus and our salvation by grace through faith, then we are failing.