Is the church of atheism becoming a missionary movement?

More news on the Sunday Assembly or Atheist Church via Katie Engelhart: 

Yesterday, The Sunday Assembly—the London-based “Atheist Church” that has, since its January launch, been stealing headlines the world over—announced a new “global missionary tour.” In October and November, affiliated Sunday Assemblies will open in 22 cities: in England, Ireland, Scotland, Canada, the United States and Australia. “I think this is the moment,” Assembly founder Sanderson Jones (above) told me in an email last week, “when the Sunday Assembly goes from being an interesting phenomenon to becoming a truly global movement.” Structured godlessness is ready for export.

The great disadvantage that Atheism faces in becoming a movement is that it is organised around what it is not. Atheism has  proved to be a weak organiser of people unless it is tied to a political movement as it was under Communism.

My hunch is that this is a fad not a movement.