“Yet it’s kind of judgey imho.”
That’s based on a mistaken idea of what being judgmental means according to the Torah. Western philosophy is, “I’m okay, you’re okay”. That is not Torah philosophy. We do not have to (and should not) say that what everyone does is okay.
On the other hand, in many cases (maybe most or all), we should separate the person from the action. The action is bad; the person is not or may not be a bad person.
Regarding kiruv, most people who work in Kiruv believe that people who are not religious are not to blame. It is not their fault – in most cases, they did not grow up with it. If they did, they may have been taught things incorrectly, in a way that turned them off.
We don’t really know if people are to blame or not and don’t care. It is not our job to judge people – only Hashem’s.
The point of doing kiruv is to help the other person out. We feel bad for them because Torah is awesome and we feel bad that they are missing out. We know about Torah because someone taught us; now we have an obligation to share it with those who don’t know about it.