An article in the recent issue of Skeptic magazine researching public reaction to the cringe-inducing, gauche and generally unnecessary “The Brights” campaign. The article (by Skeptic founder/director Michael Shermer) doesn’t come to any conclusions (beyond “hey, skeptic is a good name already”), but the evidence is clearly negative.

Disappointingly both Dawkins and Daniel Dennett (a personal hero of mine) have used their media-wonk status to give this campaign a PR nudge towards the tipping point. But this is one meme that is not going to take off. Chris Mooney at puts it best with

“… though Dawkins and Dennett may know a lot about evolutionary biology, the packaging and marketing of ideas … might not be their strongest suit.”