I think Dawkins has an image problem. He can't seem to decide, whether he wants to appear as a soft-spoken academic, like - say - A.C. Grayling, or a brutally direct, confrontational polemicist, like Hitch. He's somewhere in the middle, with a grain of P.Z. Myers thrown in - and it just doesn't make him a particularly endearing character.
"The fact that a believer is happier than a skeptic is no more to the point than the fact that a drunken man is happier than a sober one." - George Bernard Shaw