At Falwell's level, religion is a business. He got some "space" so this was a "good move" for him.
Who was it who said "any press is good press"?
Who was it who tossed the money-changers out of the temple? "Take these things hence; make not my Father's house a place of buying and selling."
I'm not atheist but I am agnostic.
Still, if I were Jerry and his ilk and believed as they say they believe, I'd be sweating the hereafter. After all, they all "got told" once already about this $ stuff.
