It isn't. In terms of Eliezer-style rationality, a much more effective approach would be to study marketing and psychology techniques and take a more calculated

It isn't. In terms of Eliezer-style rationality, a much more effective approach would be to study marketing and psychology techniques and take a more calculated approach to changing minds. But I think Dawkins is disinterested in this because of its artificial (albeit highly effective) nature, and would rather speak raw truth. For him, the goal is to get the scientific viewpoint out to as many people as possible, not change their minds. He would ideally like for them to realize on their own that the scientific viewpoint is more cogent. He knows there are more effective means, but perhaps it offends his notion of purity. I suppose that is ironic.