It has been a while since I read that book, but I don't believe his ultimate aim was to move people away from being religious. In fact, if I remember correctly, he even says somewhere in the book that his primary audience is atheists, not religious people, and he isn't trying to convince anyone against religion but if it happens then that's great. Also, I don't believe he was arguing towards a complete, hard atheism, and in fact says he, himself, is not a hard atheist.
Complete opposite of his own words in his own introduction. Taken straight from the second paragraph of his book:
"
I suspect – well, I am sure – that there are lots of people out there
who have been brought up in some religion or other, are unhappy
in it, don’t believe it, or are worried about the evils that are done in
its name; people who feel vague yearnings to leave their parents’
religion and wish they could, but just don’t realize that leaving is an
option. If you are one of them, this book is for you. It is intended
to raise consciousness – raise consciousness to the fact that to be an
atheist is a realistic aspiration, and a brave and splendid one. You
can be an atheist who is happy, balanced, moral, and intellectually
fulfilled. That is the first of my consciousness-raising messages."
Now, even if the book was just for atheists, as you thought it was, it would be a pretty big "face palm" moment. If I was an atheist and I read this book, I'd be even more disappointed than I am right now.
And what do you mean he is not a "hard atheist"? The guy has professed that he wants to "kill religion", if that's not hard then I am terrified to meet an actual hard atheist.
Either way, it does not negate from the popularity of the product he is selling and the fact that many atheists in this thread have said his arguments aren't all that good, yet a lot of laymen atheists believe in them. That too is scary.