There was an old episode of All in the Family where Archie wants to baptize his grandson, little Joey, against the wishes of Mike and Gloria. When Edith sides with Mike and Gloria, Archie delivers a classic line. It went something like this:
"I'm goin' get that kid baptized if I have to break every Commandment to do it!"
Archie does eventually sneak away with Joey and even Rev. Chong won't do the baptism without the parents' permission. Archie then finds himself alone in the church with the baby and some holy water and does the deed himself. This leads to another classic line, where Archie says, "I hope that took, Lord, because when I get home, they're gonna kill me."
Archie is so wound up with his magical thinking that in his emotion-led desire to baptize his grandson, he doesn't even realize how he is violating the principles of belief and behavior that are associated with baptisim.
I would submit that the same thing holds true for the New Atheist Movement. While it parades the banners of "pro-Science" and "pro-Reason," we have seen multiple examples where science and critical thinking are abandoned in order to bring about change in belief and behavior. As I have shown, Dawkins' "consciousness raising" efforts are more accurately described as propaganda.
So perhaps there is a better slogan for the new movement, one that can borrow from Archie's magical thinking:
"We're going to get everyone to conform to Reason and Science if we have to use every propagandistic trick to do it!"