As far as Atheism+ goes, it's an organized group spearheaded by people like Rebecca Watson who are outraged -- outraged -- at the behavior of atheists being insufficiently pro-woman and pro-social justice.

When women in the atheist movement still get sexually harassed by public figures, get rape and death threats, and when having a "no sexual harassment" policy creates a firestorm, all from other people within the atheist movement, the movement does need to be more pro-women and more pro-social justice.

(Link to a blog that has a source for all the incidents I'm talking about, plus a few more http://freethoughtblogs.com/greta/2012/08/30/atheism-plus-and-some-thoughts-on-divisiveness/)

Watson's response to Dawkins comes after he gave a response to her ridiculing her for feeling uncomfortable about getting asked out on an elevator.

And as for the mission statement, I don't think there's a problem with countering misogyny, racism, homo/bi/transphobia, or ableism. That sounds like a good thing. You may disagree with what they label as x-phobia, but the discussion should be about what is x-phobic, not whether we should care about x-phobia.