That Dawkins has benefitted from the gay rights movement insofar that he is tailoring his message in the way that he is, using the word out. He even takes pains to say that no one will be outed.
Not only that, he is also using imagery from The Scarlet Letter- a big A.
It's kinda like gay people taking back the word queer. However, in this case, its not a word being reimagined, but a symbol.
Dawkins is appealing to those with intellect. After all, the Scarlet Letter is a literary work. If you haven't read the book- and only see the world through TV- you might not understand the reference.
Be the love you seek.