The majority of non-believers, of which I am one, see our non-belief in God not as the be-all and end-all of who we are, not as the thing that defines us, but simply as a choice we have made. Our atheism is in many ways the least interesting thing about us.

This article seems to imply that ticking one of the boxes entails a statement about "the very essence of (ones) existence". Has this guy ever thought about the possibility that what he writes about his atheism might be similarly true for all those believers who tick one of the "religion" boxes? That they do not feel that their Sikhism or Christian faith or whatever is "the be-all and end-all of who they are"? It surely isn´t for most believers I know. It undoubtedly is for some, of course, and many religious ideologies are surely inherently aimed at being or becoming the "thing that defines" their respective adherents. But shouldn´t we be interested in how people define themselves as individuals - rather than see them as "defined" by the religion they profess (or lack thereof)?