Perhaps I have a different system of morality than other people who have commented on this topic, but I personally judge actions as “moral” or “immoral” based on the intentions of the do-er rather than the consequences. (Assuming morality is relative and not an absolute component of the universe, this seems like a valid moral system.)
If the atheists who run this website are doing so to make money by exploiting the perceived stupidity of their customers, this seems immoral to me. On the other hand, if they are running the service because they honestly want to increase the peace of mind of rapture-believing-in pet owners, then that seems like it would be a moral action. However, knowing people, I really suspect that it’s the former.
If the rapture really does happen and this really saves pets (assuming that it is a good thing to save pets), then I would still consider this service immoral. I would rather live in a world where people were compassionate enough that they did not to want to trick each other for money (even if they thought each other’s beliefs were moronic). Barring that, I’d like to live in a world where people consider tricking each other for money immoral and wouldn’t do it because of some internal moral crisis or external punishment. I hold this opinion even if some of the tricks for money backfire and end up benefiting the trickees more than the trickers.
Thank you very much for the compliments, and for the honest criticism!
I am still thinking about your comment, and I intend to write a detailed response to it after I have thought about your criticisms more completely. In the meantime, though, I wanted to say that the feedback is very much appreciated!