The title itself is contradictory and is what's causing all of this debate. It's nothing more than a battle of semantics.
Believing in Jesus as the Son of God/Messiah/whatever is a religion. Religion is fundamentally based on a spiritual belief.
Then there are other aspects that branch out from the core beliefs, such as the institution (the church), the practices/customs, etc. It's all under the umbrella of religion.
So really this guy is just trying to advocate the personal side of religion and attack the pomp and circumstance that has warped the institutions.
And with that said, I don't find this particularly special. It's actually pretty trite. People like Martin Luther had some of the same ideas 500 years ago.