As pointed out in Biblical Studies Carnival VI, Andreas Kostenberger (aliter Köstenberger) discusses the future direction of evangelical scholarship. He bemoans the way the agenda is often set by non-evangelicals, citing Ehrman's Miquoting Jesus and Brown's Da Vinci as examples. See here. The two books, though both popular, are in rather different categories. It doesn't take a scholar to refute Dan Brown. But though some of Ehrman's arguments should appear flawed to any careful reader, much of Misquoting Jesus can't be evaluated properly by a lay person and therefore requires a scholarly response.
I agree wholeheartedly with Kostenberger that we should seek to set the agenda and not be merely reactive. But alas, the panel that my learned friend was on recently did not see textual criticism as one of the four tasks in which evangelicals most need to engage. I can't say I'm very enthusiastic about the first three.