Yep, co-opting a term that's somewhat a pejorative and making it your own...perhaps humorously or maybe acknowledging that there's a bit of truth to the belief that religious people often don't look at their beliefs critically in the sense of examining them in detail. Also, might be as you seem to suggest, "Yeah, we're faithheads, cuz that Dawkins dude suggests that if you're religious, it must be because you don't think enough."
Probably. Dawkins is hardly complimenting believers when he's said repeatedly that a person couldn't possibly believe that stuff if you thought about it much at all, it's all so preposterous.
His disdain for religion and religious people is evident. He and the other three Neo's talk in the Four Horsemen discussion about how respected Dr. Francis Collins is as a scientist, a respect that's well-deserved, and ponder how it can be that Collins, an obviously intelligent man, can live with such a disconnect between employing evolution in his work and professing that God created the universe in only six days on Sundays. That may be an example of their tendency to assume that religious people including Collins and his faith, Presbyterian, I think it is, take the Genesis creation account literally. I don't know if they know how literal Collins considers it.
Mind you, I don't feel completely sympathetic deep down with the "Religion is all organic mulch" stance of Dawkins and the other Neo's despite what I've said various places on RF, but I find myself leaning more toward that the more I look at and think about the basis for most religions. As the old saying goes, "Some of my best friends and several relatives are religious" and I was raised in a fervent Catholic family, so I still have mixed feelings about religious beliefs.