Yes, I think it is the "in their face" aspect that might separate someone who doesn't believe from an atheist. I'm not being critical of the "in their face," part, by the way.
You don't need a religion, I don't need a religion, but I think you recognize that others do think they need a religion. I don't need a political party, either, but many think they do. It seems to be a simple matter of pluralism, unless there are good reasons to object to religion in particular situations.
Of course, some have thought they've found a better alternative to capitalism...but the point I was after is simply that many weigh both its benefits and evils and decide that there is no less harmful system.
This is getting more mainstream acceptance, for example Obama's recognition of non-believers in his inaguaral address.