What is the author's style in Eternity in Their Hearts by Don Richardson?

The name for God in various languages makes a big difference in the success or failure of various missions in the book. Richardson describes how Theos, Deus, and Zeus all come from the same root, but he says that Zeus has changed enough in meaning that it can no longer refer to the one God, generically called Sky-God by anthropologists. Richardson accepts the idea that one God can have many names in many languages, and he thinks that it is good for missionaries to use whatever name the native population already attributes in their language to the supreme Creator. However, Richardson cautions that it is important to make sure that the name really refers to a God over all others, and not to some minor deity.