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One aspect of the popularity of dawkins is that being an eloquent radical atheist is currently somewhat profitable. Preaching to the choir is especially attractive if the choir is willing to shell out $25 dollars for a hardcover version of something they already knew. If you as a publisher knew you have stumbled upon a sizable community of similarly minded folks who feel somewhat slighted by popular culture and you have also stumbled upon a person who could speak eloquently to and about that community in way which would inspire controversy, and consequently sales, in the general public you'd be negligent to your shareholders for not publishing the author's work.
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You're correct, but I don't see your point. Are you implying that he's incorrect or that he doesn't believe what he writes?