Another Example of Atheism becoming an Organized "Religion"

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I feel like this is wrong and contradictory to what the "New" "Evangelical" Atheist are saying about religion. Why are Atheist who do not believe God, who would say religion is dangerous because of the emotions that it causes and the fighting amongst religion. Why would they launch this kind of advertising campaign in an area that has organized religion? Are they trying to provoke outcry and anger from Religious peoples that read the signs? They are causing the very thing they hate about Religion, which is war and fighting!?!?! This is not tolerance or peace-seeking, instead it seems to me to be very controversial in nature in an attempt to cause fighting. Maybe that is the underlying hope, If religious people get upset about a sign saying God does not exist then the Atheist are proved right i.e. religion cause fighting. If the religious people say nothing about these signs then they are not true to their faith. It is a lose lose situation. This campaign ad makes no sense to me. Why are they doing it? Please explain why. Thanks Joe...