Calling yourself a Satanist when you don't believe in a personal devil is a bit like calling yourself a Christian when you don't believe in Jesus. I have never really understood the confused branding, other than in a distant, intellectual way. I don't see the percentage in ginning up a movement that frames the debate in a way that pretty much guarantees you're going to be dismissed as a devil worshipper, when that's not remotely true.

I think it was designed by LaVey and his successors and imitators to attract provocateurs and iconoclasts, and they certainly do an excellent job channeling that particular aesthetic. It's not my personal cup of tea, but I love most of the activist projects I've seen them execute on.