Arso, I agree with you that the ultimate vision is not to take care of just not frum. The ideal vision that The Rebbe left us with is that every yid is a shliach. Whatever their talents are, whether in shlichus, teaching, business etc. they do that job with a sense of shlichus, always looking out to help other yidden come closer to Hashem, as well as themselves, and prepare the world for Moshiach.
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