To be fair, in that video he rejects the label purely on pragmatic grounds, because he doesn't have "the time, the energy" to deal with the "baggage" associated

To be fair, in that video he rejects the label purely on pragmatic grounds, because he doesn't have "the time, the energy" to deal with the "baggage" associated with it. His explanation of why he is not an atheist consists almost entirely of a description of the social stigma and unpleasant stereotypes associated with the word "atheist." It makes sense that people would challenge his self-labeling when he explains it in terms of a desire to avoid social bother.