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I would suspect it's a little of both. There's always some hope that some (nonChristian) would pick one up by mistake and react to the message.
I also suspect that Christian fiction is a rather niche market - and if you think about many people's (print) book buying habits (standing it line at the grocery store scanning the bestsellers in the impulse aisle?), I suspect they're also trying to get the word out that the books exist.
I know some non-religious types who like the books solely of the general lack of overt sexuality or violence (as well as limited "bad language"), as long as the books don't get "too preachy".
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