One of the valuable lessons that the atheist community has learned in the last little while is that it is possible to provoke a controversy where one didn’t exist before. The formula is pretty simple – make some largely innocuous public statement about atheism, wait for the predictable overreaction from a group of religious folks who just can’t seem to help themselves, and then enjoy as people fall all over themselves to try to shut the atheists up without violating the law. Every time an atheist bus campaign or billboard goes up, we see the same cycle of provocation, backlash, and blowup. It is an extremely useful method of sparking conversation in circles that weren’t talking before.
Now, to be sure, there are often completely non-exploitative motives behind these campaigns as well. Considering the number of atheists out there in the wold who feel completely alone – as though they are a solitary island of sanity in a sea of faith. Letting them know that they more closely resemble an archipelago with other atheists is both comforting and liberating. There is value in bucking the status quo and forcing the majority to contend with the fact that not everyone shares their myths, and that not everyone thinks of their delusion as worthy of praise and deep, abiding respect. That being said, nobody is so strategy-blind as to think that there is no ulterior motive behind the pronouncement that belief is silly (despite occasional protestations to the contrary).