The Bottom Line
I feel that while this is not an outright scam, the company's advertising is very misleading. They lure you in with the idea that you can make the crosses, send them in and get paid.
Let's take another look at the ad:
Make Disciple's Crosses™
Work from home. Make up to $2000
a month. No Selling Required!
It becomes clear later (after your crosses have been rejected) that the company really only wants to sell the kits. They actually encourage you to sell the crosses on your own. So, in reality it's all about selling.
If you're interested in starting a business where you're making the crosses and then you sell them at craft fairs, etc. then it may be a way to make some extra money. I think that until you got really good at making the crosses though, it would hardly be worth the time and effort it would take.
Personally, I find it reprehensible that someone who is supposed to be a "man of God" is operating in this underhanded way to make money. Did I mention that he was on Survivor? I guess that explains the autographed picture that is included with the starter kit...
Remember in the FAQ's at the website he says, "This is much more than a business to us, it is first and foremost a ministry." I don't see it that way. He's out to make money, period.