Here are some articles over the last few days:
Is the billboard it really "a swipe at religion?"
Here's a mild-mannered one from KPBS.
And, tied for grand prize in the can't-resist-a-clever-title contest, we have "San Diego Atheists Believe in Billboards" (true enough) but also from the local FOX afiliate, "New Billboard Promotes Atheist Gospel" (har har, get it?!)
This is all thanks to the San Diego Coalition of Reason, so give them a visit at SDCOR.org!