The Blasphemy Challenge

First, they make no money off of this in any way... I don't see how you could get "commercial" out of it.
Again, the reason it is the way it is, is to form a community, a support system for people who normally feel quite alone. To show that they are not... it feels different on a day to day basis, I can tell you from first-hand experience.
This is simply the most efficient and a free way to do it... the least commercial, actually.
I agree with your scenario, the day religions stop trying to convert others we can have it.