Dawkins could take some tips from Aristotle's On Rhetoric where he lays out his notion of how people form their beliefs. There are three factors: logos--corresponding to logic and common sense, pathos--that which 'resonates with our deepest self' making the truth attractive and personally satisfying, and ethos—that which is influenced by our social circles, upbringing and circle of friends: "It is part of our human nature to accept more readily the views of people we know, admire, trust and love" --John Dickson

Then again, maybe he does his case more harm than good this way and maybe that's not a bad thing...

I Dawkins.

In a totally heterosexual kind of way.