Missionaries?

In a recent conversation with a co-worker, he shared with me that he had recently spent two months in Romania doing missionary work.  I smiled politely and listened to his story.  After a short period, something very unusual occurred to me.  I have to wonder what Protestants (in this instance, Baptists) are thinking.  The country of Romania, before, during and after its overthrow by Soviet communism, remained an Eastern Orthodox country.  Being 92,000 sq miles, it contains over 300 monasteries.  That's one monastery for every 300 sq miles.  That is nothing short of amazing.
So I ask myself, what do the Protestants think they are doing?  Sending Protestant missionaries into Romania is like sending Mc Donalds into France.  Is it food? Kind of.  But what is the point?