Atheist 'mega churches' attracting non-believers

I have heard about this before, but I admit, I don't get it.  
I did manage to find a "First Church of atheism" website which is a bit odd. I mean, isn't a "Church of atheism" an oxymoron like, "pretty ugly", "found missing", "jumbo shrimp" or "clearly confused" ?
Two days ago, the very Progressive "Huff Post" had an article on the subject and said:

"With mega-church-like gatherings for the nonbelievers, atheists can engage in activities that affirm their own personal worldviews, without having to base an identity on condemning faith-based belief systems."

Really? I thought that was what government schools were about? 
According to a piece in USA Today earlier this month we are given some idea of the size, scope and plans of atheist "churches" :

"On Sunday, the inaugural Sunday Assembly in Los Angeles attracted more than 400 attendees, all bound by their belief in non-belief. Similar gatherings in San Diego, Nashville, New York and other U.S. cities have drawn hundreds of atheists seeking the camaraderie of a congregation without religion or ritual.
The founders, British duo Sanderson Jones and Pippa Evans, are currently on a tongue-in-cheek "40 Dates, 40 Nights" tour around the U.S. and Australia to drum up donations and help launch dozens of Sunday Assemblies. They hope to raise more than $800,000 that will help atheists launch their pop-up congregations around the world.
They don't bash believers but want to find a new way to meet likeminded people, engage in the community and make their presence more visible in a landscape dominated by faith."

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