Nice presentation on the new website, although the content (or lack thereof) isn't much different than the old website. I think even on the old site, they were planning a channel 38.5.
Niche programming, to be sure, which will probably never be picked up by cable companies, but the station seems to be very much what the FCC envisioned when they created the LPTV class of station (as opposed to translators) in 1982. They've been soliciting programming from local churches for channel 38.4; my church in South Phoenix received info from them, and rates are quite cheap, to be expected on such a station.
Now, if they would only get a regular set of call letters, they could begin to establish some kind of consistent identity. A third of their audience still knows them as channel 53, according to their filing this month to extend authorization to operate the analog channel.