This is the first I'd heard of it. Looking at the Amazon page, the description says, counter-intuitively, he didn't sell a certification or other proof of ownership for a concept (like on The Simpsons); rather, he was offering them the explicit opportunity to preach to him. The winning bidder would get to take him to church, and some sad, desperate, pathetic wanker paid $504 for the privilege. At least he got a book out of it.

I consider Hemant Mehta a friend, he is the real deal. Hemant takes a tact I feel I wish I could take, a tact I used to take before I realized someone needs to shake people up a bit. His interaction with theists are similar to mine with my closest family members who are theist. He is a good guy with a good "soul" which happens to be gone now as he sold it to a Christian. With that said Hemant has been succesful with a peaceful, gentle, and kind approach. We can't all be assholes or we wont make as big of an impact as we can or should be able to. I've joked with him that I have a pill of truth that I shove down the throat of the theist when they aren't looking and he has a glass of water that he politely hands to them so they can swallow it. He also can appreciate our role, the role of RRS and supports us as much as you could expect him to. Furthermore the SSA is a group he helps manage, a group that helps unite students on campuses with other freethinkers. The leadership of SSA much like Hemant is highly friendly and pleasant, and they are always willing to work with us so we can support each other. Recently I opened up with a personal story to a special email list of 30 atheists leaders, August Brunsman head of the SSA and Margaret Downey were the only ones to reach out to me and express their feelings about what I had expressed.

You should support Hemant, he supports us, and try to find the perfect balance of who you want to be between the two groups. Are you more stridents? Are you more peaceful in your approach? I say peaceful as he doesn't consider himself passive, however I consider myself peaceful as well. I think we can tell there is obviously some difference, and you can affix whatever word you want to it. The approx $600 he raised for his soul went to the SSA. The deal was that he would go to church for every $10 raised, and the man who won didn't hold him to such a high number. Hemant wrote about his journey and while he speaks about positive things he sees within the church he never once fell into a "god is real" position. He's polite, but he's not a sell-out. His book was a wise project, a project I support. I don't normally do this but considering that you are a skeptic, here is a free copy of his appearance on our show along with a link to purchase his book, in which 6% of the purchase price goes to RRS.

Show 57 Hemant Mehta "The Friendly Atheist"
His new book "How I sold my soul on Ebay" is out in April of '07, he discusses the book with us and some of his activist experiences including his work with The Secular Student Alliance. Medium Quality (download the show here)

I wonder is cooperation between believers and atheist possible at all. Where is no “win-win” situation here, two completely opposite ideas. Only one side can be right. It is conflict, you like it or not.

It's a conflict only if you make it that way. The conflict arises among those who are so certain of their positions that they stop asking questions.  I am aware of the possibility that I am spectacularly wrong. And I know there are atheists that, if confronted with the right evidence would adapt their thinking. We do have common ground. It is no crime to work together to what goals we have in common. The emotion attached to the "conflict" (atheists are evil, christians are deluded freaks) serves no one.