[WT Sharpe]

.....For most sages, the wise way was the way of conventional wisdom, and the foolish way was the path of disregarding conventional wisdom. Jesus reversed this: he spoke of the broad way that led to destruction not as gross wickedness or flagrant foolishness, but as the way of conventional wisdom. He directly attacked the central values of his social world's conventional wisdom: family, wealth, honor, purity, and religiosity. All were sanctified by tradition, and their importance was part of the taken-for-granted world.
.....It was against these values that some of his most radical sayings were directed. In that culture, the family (which was patriarchal) was the primary social unit, the center of both identity and material security, and a "good" family was one of the blessings of God. Yet Jesus spoke of leaving family and even of "hating" family. Indeed, his words "Call no man on earth your father, for you have one Father, who is in heaven" may very well be directed against the patriarchal family, which as the primary social unit in that world was a microcosm of a hierarchical system. If so, this is a fascinating instance of Jesus using the image of God as Father in a way that subverted patriarchy.
..........— Marcus Borg (1942 - ), American Biblical scholar, author, Fellow of the Jesus Seminar, Hundere Distinguished Professor of Religion and Culture at Oregon State University. Meeting Jesus Again for the First Time (1994).