You may be right about the richness of theology as a source of potential criticisms of religion. This was the point of my recent article on the clash between classical theists and personalists. I "eavesdropped" on that internal debate between Christians, and saw how each side produced a powerful implicit criticism of the other. If both sides fall, there's no Christianity left.

I hardly think the question of authentic spirituality is just one of "marketing," though. It's a question of psychology and sociology, history and politics.

If anything, the label of "atheism" was applied by religious people as propaganda or marketing. "Atheism" was like "infidel" or "pagan." It meant something like "dastardly outsider."

But it doesn't matter what we call ourselves. You can tell what someone is implicitly by looking at what the person tends to do. We Westerners are primarily consumers, dupes of capitalism, worshippers of idols, unenlightened drones, raging trolls, and so on.

Fighting for human rights calls for political rather than philosophical action. The question of whether God exists is philosophical. So if we're philosophizing about religion, that's one of the main questions that crop up.