I like the show. But when he says, "This is Jesus, how may I help?" or however he answers, it always REALLY bothers me.
As he explains on the show, it's similar to role-playing in presentations such as those at the Crystal Cathedral. I think he may have somewhat moved away from direct claims as you mention ... I've heard him say ''Holy host'' which I take as a play on words -- i.e. a radio talk show host. Either way, I think he's done a lot of good with his show and perhaps reached many people who otherwise would not have been -- and that's really what it's all about. And after a while, people ''get'' it (which probably explains his high ratings). :-)