In the Book of Revelation, the letters to the seven churches in Asia (Revelation 2-3) each contain a commendation, a critique, and a call to action. Considering the socio-economic context of the city of Laodicea, and its reputation for wealth and self-sufficiency, what is the most likely theological significance behind Jesus's rebuke that they are 'neither cold nor hot' (Revelation 3:15-16)?