I find that it's easier for me when I think about Atheism+ as an activist movement rather than as an identity. I mean, I'm an atheist, but I've never been involved in atheist activism because I dislike the New Atheist movement (for similar reasons you're finding to dislike about Atheism+), and most of the activism I've seen seems to be defined by it for better or for worse. (The loudest members get the microphone and the most pithy views get the pull quotes.)

So on one side, I'm really glad that there's a community of activists who want to pull together atheism and social justice, to look at social justice issues as being a piece of secularism. And I think it's good for atheists in general that there is a group of activists who are talking specifically about these things and they have a name. But I'm not interested in joining or declaring my fealty, and anyone who says "you're with us or against us" gets my stink-eye.

I think if I were more active in the atheist movement/blogosphere I'd align myself with the movement despite some of the assholes in charge, but I sort of feel that way about atheism generally. ;)