This opinion article claims that Scientology web sites, with their sophistication and the fact it offers a personally test that relates to young people needs, is more potent than what traditional religions have currently. It claims it had to develop this sophistication as a result of negative articles from the media.
It is a pretty weak argument. People may check the CoS pages but if they check the Internet they will also see floods of negative information about Scientology. I am not sure that the sophistication of CoS pages alone can make people forget that flood of negative information, but the thought is an interesting one.
Scientology approach towards the media, and this would include the Internet, is never defend only attack. By that, it means it does not argue with opponents but just dismiss them on the whole. I must admit Scientology critics themselves do a good job of discrediting themselves through the gross claims they are making. This may indeed make people who see through their propaganda vulnerable to Scientology arguments.
I still don't think this is what is happening on the whole but a good case could be made that it is possible, at least in some cases.