Wasn't a bad translation, y'all. What was written was kefira. What the writer meant, we hope was not. (I assume not.) I should have been clearer, perhaps. (As an editor, I have seen kefira in seforim I was working on three times so far. It wasn't actually meant in any of those.)
Zechus of tzadikim is a wonderful thing. Even if talking to them is a machlokes, it is certainly the minhag to do so. ("Uber ich zug nein!" like Rav Chaim Shmulevitz said.) Unfortunately, the way that this concept is expressed in adverts and the like often has what to be desired, and the less educated may misunderstand.
In the words of my Rebbe, RYB, "It sometimes smells like avodah zarah."