To be fair the Church of England stopped being about faith and god a long time ago.

Since losing market share to other faiths including atheism it’s begun to change its whole business model to attract more customers, scrapping rules that look unpopular with their target market and overhauling the whole brand. This is just another change as part of the rebranding exercise.

Of course this rebranding exercise undermines the religious aspects of the business but a decision has been made that it’s better to build a wide customer base than to pursue an avenue of fewer but more committed customers. So this isn't really a surprise, it’s to be expected really.

Whether it proves to be a good business decision remains to be seen. My suspicion is that'll it'll just speed up its decline while strengthening other churches and religions.