Satan And Donuts

I have never understood Atheists who start up a church or form a religion to show how much they reject the whole Church and religion thing but then i have never seen the appeal of jumping out of a plane with a parachute either but many people still do it.
One anti-religion religion which is on the rise is Satanism and just this month in Alaska a member of the 'Satanic Temple' was allowed to make an opening prayer to Lucifer at a local council meeting in Alaska where he asked councillors to embrace the Luciferian impulse to eat of the tree of knowledge and ended with the words: 'All Hail Satan'.
In Europe, several leaders including German Chancellor Angela Merkel, French President Francois Hollande and Italian Prime Minister Matteo Renzi were present at a satanic ritual in connection with the opening of the world’s longest tunnel, the new Gotthard tunnel, in Switzerland.
The ceremony was performed by masked men dressed in grass costumes, fallen angels descending from the ceiling and a man with a goat’s head and depicts Satanic scenes from hell.      
As Satanism is a reaction to organised religion, i fail to see how using a biblical figure such as Satan as a figurehead to replace another one makes any sense when the whole point is to free themselves from religion.
As an atheist just reject the idea of God but don't just replace him with another made up entity who makes an appearance later in the same book, that's like giving up smoking for health reasons and replacing the cigarettes with jam donuts.