This article should have been titled:

HOW TO BUILD A STRAW HOUSE AND THEN BLOW IT DOWN

In fact, straw house, straw man, quote mining, it's got the lot!

Moral Clarity? The poor guy can't see the wood for the trees. Like all these arguments about morality, he seems to be oblivious to the fact that he is appealing to the reader's innate sense of morality. I.E. he knows (subconsciously, at least) that everyone is concerned about being seen to be a valuable member of society by his fellow humans. So his whole article is saying "you don't want to be like Richard Dawkins, for he is a bad person" in the hope that people will believe him and be persuaded to take a dislike to Dawkins. This is religion's greatest trick, to hijack our instinctive desire to be valuable members of society for our obvious mutual benefit, and use it to create false dangers: homosexuals, women, other gods, devils, witches, other races, other religions, pork, shellfish and the collection of sticks on certain days of the week.