On the face of it, this seems like a crazy idea to me. Atheism isn't a belief system in itself, and atheists should not be acting as if it is by mimicking the trappings of religion. I suppose I should read Alain de Botton's new book, when it is finally published (it's getting a helluva lot of advance publicity), but what I'm reading about it so far doesn't sound useful or plausible.
Pity - I quite liked some of his earlier work. But this seems like he's going off on a frolic of his own.