They are making a big strategic mistake with their "atheist religion" rhetoric. Because religion in the US has special protections, tax breaks and a lot of leeway in how they run their organizations. And hardly any oversight or regulation, since religious institutions never break the law and do such a good job of policing themselves.But in reality, religions behave much like any other big corporation that skips out on taxes....they just do it legally.
I can think of some pretty cool things that we could do in the US with an "atheist religion". Tax-free private "atheist" schools that teach real science and math. We could hire atheist "pastors" as teachers, paid in tax-free cash. Tax free "atheist" radio and tv broadcasting networks and "atheist" universities anyone?