What is the significance of the fact that the Logos of John’s prologue refers to the incarnate Christ and not the pre-incarnate Christ? In the modern period, Herbert McCabe may have been the first to raise the issue, and in his estimate the shift to the pre-incarnate Christ introduces a series of theological problems and failures. He concludes that equating the Logos with the pre-incarnate Christ amounts to nothing less than a shift in the meaning of the incarnation and the doctrine of God. No longer is the incarnation about the inner life of the Trinity (the story of the procession of the Trinity), no longer is the bible the story of God found in the incarnate Christ, no longer is there recognition of how it is “really God who suffers in Jesus of Nazareth,” and this then creates the pressure, found in modern theology, to change up the doctrine of God (relinquishing the traditional understanding of the eternality of God and the impassibility of God). As he sums up his argument:
I have been arguing three things. First, that the traditional notion of God, far from being the allegedly “Greek” idea of a remote indifferent God, is a doctrine of the everpresent active involvement of the creator in his creatures; on this point I also claimed that the creator is a metaphysical notion of God and that we owe this metaphysics not to the Greeks but to the Jews and their bible. Secondly, I suggested that the temptation to attribute suffering to God as God, to the divine nature, is connected with a failure to acknowledge that it is really God who suffers in Jesus of Nazareth. Thirdly, I suggested that the traditional doctrine of God and the incarnation, is at least capable of development to the idea that the whole set of stories narrated in the bible is nothing other than the interior life of the triune God visible (to the eyes of faith) in our history.
According to John Behr, the tendency, developing from out of the Middle Ages, has been to privilege the Word of God as first in a sequence leading to Jesus, and as primary as a point of explanation of God. Rather than beginning with the incarnation to say who God is, the incarnation began to be treated separately from the doctrine of the Trinity. The speculative possibility of treating the One God separate from the triune God and the Trinity separately from the incarnation is opened up. As McCabe describes it, “to speak of the pre-existent Christ is to imply that God has a life-story, a divine story, other than the story of the incarnation. It is to suppose that in some sense there was a Son of God existing from the eternal ages who at some point in his eternal career assumed a human nature and was made man.” McCabe sights the work of Raymond Brown (and his study of John of which he is appreciative) which presumes arriving at the pre-existent Christ is an advance over the “low” Christology of the virgin birth of Matthew and Luke. According to McCabe, this “invented” category (as “there is no such thing as the pre-existent Christ”) becomes the implicit presumption of modern scriptural and dogmatic scholarship.
Once the Word, as a pre-existent divine person is separated from the historical figure of Jesus, the Word becomes a wax nose to be bent according to the need of the hour. The Logos can be equated with a term of ancient philosophy rather than with the Gospel. Or as Irenaeus notes against the Gnostics, all sorts of mediating principles and gods can be slipped into the empty place of the Logos, or Light, or Life, which is not expressly identified with the incarnate one.
Thus it is that, wresting from the truth every one of the expressions which have been cited, and taking a bad advantage of the names, they have transferred them to their own system; so that, according to them, in all these terms John makes no mention of the Lord Jesus Christ. For if he has named the Father, and Charis, and Monogenes, and Aletheia, and Logos, and Zoe, and Anthropos, and Ecclesia, according to their hypothesis, he has, by thus speaking, referred to the primary Ogdoad, in which there was as yet no Jesus, and no Christ, the teacher of John.
The structuring deities (the Ogdoad) can just as easily serve in place of Jesus, prior to Christ becoming the incarnate Son. The death and resurrection of Christ and the apostolic preaching of the cross are effectively trumped by emptying the Logos of Jesus (in the 2nd century and in the 20th century). God can be given another story in which the succession of the Son of God becoming man might be posited as one among any number of changes. And rather than reading the Gospel as an apocalyptic new world order, the historicizing approach to scripture takes hold in the last several centuries and Jesus is understood primarily in light of historical development.
What is lost is the recognition that Jesus is the life story of God. “The story of Jesus is nothing other than the triune life of God projected onto our history, or enacted sacramentally in our history, so that it becomes story.” Part of what is at issue is recognizing that the screen upon which this story is projected can distort the projected image. If it is a smooth silver screen, the image is clear, but if the screen is wrinkled or bent, this will have a distorting effect. “Now imagine a film projected not on a screen but on a rubbish dump.” This is not a secondary story but “the Trinity looks like a story of (is a story of) rejection, torture, and murder but also of reconciliation” because “it is being projected on, lived out on our rubbish tip; it is because of the sin of the world.” 
Nonetheless all of the bible can be read as part of this projection of the story of Jesus upon history. “Watching, so to say the story of Jesus, we are watching the processions of the Trinity. That the mission in time of Son and Spirit reflect the eternal relation”. . . and more than that “they are not just reflection but sacrament – they contain the reality they signify.” In Jesus Christ we encounter the reality of God because this is really who God is. The missions of the Son and the Spirit are not one episode in the story of God, this is the reality of God unfolding in the story of the Gospel. The “mission of Jesus is nothing other than the eternal generation of the Son.”
The way the Logos is depicted in the early church is precisely not to imagine a fleshless pre-incarnate Christ, but to picture the cross as the center of time and an eternal fact about God. The virgin birth is not the beginning, but as Hippolytus pictures it, there is the loom of the cross set up in the midst of history weaving a different order of reality:
The web-beam, therefore, is the pass on of the Lord upon the cross, and the warp on it is the power of the Holy Spirit, and the woof is the holy flesh wrought (woven) by the Spirit, and the thread is the grace which by the love of Christ binds and unites the two in one, and the combs or (rods) are the Word; and the workers are the patriarchs and prophets who weave the fair, long, perfect tunic for Christ; and the Word passing through these, like the combs or (rods), completes through them that which His Father wills.
The flesh of the Word is being continually woven from the sufferings of the cross, woven by the patriarchs and prophets who continue weaving the “tunic” of incarnate flesh. The incarnate flesh is woven backward and forward so that every moment, from the virgin birth to the proclamation of the church is the weaving of this incarnate reality. As Behr puts it in his explanation of Hippolytus, “It is in the preaching of Jesus Christ, the proclamation of the one who died on the cross, interpreted and understood in the matrix, the womb, of Scripture, that the Word receives flesh from the Virgin.”
Hippolytus, in his reading of Revelation 12, extends the metaphor to describe this an unceasing activity of the church:
By the woman then clothed with the sun, he meant most manifestly the Church, endued with the Father’s word, whose brightness is above the sun. And by the moon under her feet he referred to her being adorned, like the moon, with heavenly glory. And the words, upon her head a crown of twelve stars, refer to the twelve apostles by whom the Church was founded. And those, she, being with child, cries, travailing in birth, and pained to be delivered, mean that the Church will not cease to bear from her heart the Word that is persecuted by the unbelieving in the world. And she brought forth, he says, a man-child, who is to rule all the nations; by which is meant that the Church, always bringing forth Christ, the perfect man-child of God, who is declared to be God and man, becomes the instructor of all the nations. And the words, her child was caught up unto God and to His throne, signify that he who is always born of her is a heavenly king, and not an earthly; even as David also declared of old when he said, “The Lord said to my Lord, ‘Sit at my right hand, until I make Your enemies Your footstool.’”
The eternal fact of the incarnate Christ is one the church is “always bringing forth.” This one seated at the right hand of God “is always born of her” the “heavenly king.” This is the one of whom David spoke, the one the apostles preached, the one the Virgin bore, the one the church bears for eternity.
(Register for the upcoming Class on the Gospel of John starting May 9th here: https://pbi.forgingploughshares.org/offerings)
 Herbert McCabe, “The Involvement of God,” New Blackfriars, (November 1985) 476. Available online at https://www.scribd.com/document/327357740/The-Involvement-of-God
 McCabe, 476.
 John Behr, John the Theologian and His Paschal Gospel: A Prologue to Theology (Oxford University Press, 2019), 17
 McCabe, 474.
 Irenaeus, Against Heresies, 1.9.2.
 McCabe, 473.
 McCabe, 473
 McCabe, 473.
 Hippolytus, On Christ and Antichrist, 4.
 Behr, 18.
 Hippolytus, 61.