The Order of the Fighting Fathers

“Now large crowds were travelling with Jesus. He turned and said to them, "If anyone comes to me and does not hate his father, mother, wife, children, brothers, and sisters, as well as his own life, he can't be my disciple." (Luke 14:26)

This is one of those passages that doesn't get quoted very often by those preachers who like to appeal to the Bible as a source of 'positive thinking'. Indeed, it's a passage that a lot of preachers just steer away from completely. How can we square this bizarre pronouncement from Jesus with the 'family values' that most people associate with Him?