plurality is a worse tag. it means nothing.

Because the very first words of the video make a mockery of theism?

Carl didn't call himself atheist because to the people he was trying to reach, it implied absolute certainty, immorality and opposition to any form of spirituality. But Carl didn't believe in any gods. He saw the world as it was, and said 'let's not pretend our myths should replace our observations'. His wife can now promotes that same message, while calling herself atheist.

Thanks to Carl, each generation has an easier time saying "I appreciate the complexity and beauty of existence and seek to understand it, trying not to hide it by plastering over my own cultural prejudices." That shouldn't be an atheist message. It's a human message. But it's one all theistic religions are inherently opposed to.