I do not believe that Mormons are trying to reinvent themselves. Their "missionaries" are taught to avoid any discussion of the most outrageous of their beliefs. Any Mormon apologist will be skilled at disguising the unique aspects of Mormon beliefs and make them appear as if they are consistent with orthodox Christianity.
As in the piece you cited, the Mormons believe, according to your cite, in the Trinity of the Father, Son and Holy Spirit. Case closed right. Wrong.
The Mormon Trinity has three separate persons but each is unique being. The Father created the Son in time. Now what heresy is that?
"Mormons do not agree with mainstream Christians that Jesus is the eternal Word of God or God himself. In Mormon belief, Jesus was a created spirit and "son of God" before being given a physical body, just like all humans. In the Mormon text "Book of Moses," Satan and Jesus contend for the privilege of taking a body of flesh in order to become the redeemer, with Jesus winning the contest. The spirit of Jesus was then given a body through the Virgin Birth to Mary in Bethlehem."
According to Mormons the Holy Spirit is a separate being from the Father, as is Jesus. Their idea is of a Godhead made up of three distinct beings functioning together with a common purpose but not of one substance. What heresy was that one?
So you can see clearly how the strategy of answering only part of the question to hide as much as possible the underlying non-christian nature of their beliefs is very advanced within Mormonism.
If you want to find out more about their beliefs you might look here.
http://www.religionfacts.com/mormonism/beliefs/I honestly would not take seriously any Mormon document, advertisement or propaganda that is designed for non-Mormons because it will be inherently distorted to hide the true Mormon beliefs.
At the same time,I think there is a reasonable large group of Mormons who are embarrassed by some of their beliefs and have rejected the theology without rejecting the culture. These people honestly believe in a fairly bland form of orthodox protestantism and the distortions tend to much more closely reflect their beliefs than the actual position of the church.
Again, I do not deny Mormons the right to believe what ever they wish. And as people I find them to be upstanding. It is just that the systematic distortion of their odd beliefs to make them palatable to potential recruits is in my opinion indefensible.