Actually, I do not believe that Ray thinks his deity any different. I am convinced that he knowingly serves a great deceiver. While it is possible for someone to believe that all atheists are just pretending, someone that incapable of understanding the thoughts of others could never run a business as successfully as he does.
Ray often makes false claims like "an atheist is someone who pretends there is no god." I am sure he has followers that are convinced. But I do not think that he is that stupid. The only thing that makes sense is that he has committed himself to eternal torment and he hopes that by placating the great deceiver he serves he may lessen that torment. Consider. He states that anyone who leaves christianity must not have been a true christian. That would indicate he is only counting people who cannot back out. As the "relationship" he describes is one of abject servitude, it is wholly implausible that no one would change his mind. It can only be a condition where people are bound. This does not speak well of the "god" he worships.