In my experience, Chabad simply encourages every Jew to incrementally take the next step toward enriching their Jewish identity. If you don't pray ever, come and learn. Didn't catch this week's Torah portion? Let's study it together. If you haven't ever celebrated Purim or Shabbat, come to our home and join in the fun. Didn't do the mitzvahs of Sukkot? No worries, we'll bring the sukkus to you. Did you ever try tiffiln?, No, let us teach you. My Jewish identity and those of my children have been greatly enhanced by Chabad's outreach. My supposition is that Rabbi Yoffie is threatened by the successes Chabad is having helping American Jewry take pride in their religion.
Police disperse hundreds in brawl in Kafr Manda, northern Israel (Haaretz)
from the article: Chabad's dangerous message of love without commitment