he most telling tale about all of Phelp's behavior is the schedule he keeps, and the company he keeps as well. The parties sometimes split up and go to two separate state funerals to maximize the profitability of them. There are, at maximum, twelve members to the party. They never stay more than thirty minutes (I assume they realize that someone will do something to them the MOMENT they come out of the vans, and really, after that, they get their camera shots to cause the outrage for the next stop, and then they move on) to maximize their profits, because time is money, and really, they're not interested in the message, because they're just interested in the lawsuit.
See? They don't believe this stuff. If they did, they wouldn't have come to Coretta Scott King's funeral. Because in their doctrine, they don't believe that G-d hates black people who tried to promote Christianity. So why were they there? They were there to make a buck when someone slipped up. They were there to petition the police department for a right to protest, and if they didn't get it, take them to court over it.
Basically, Phelps is playing the Ken Lay, Karl Rove, "Smartest Man in the Room" game where he is willing to do anything (if it be lying or stealing, or telling you God hates you) to make himself rich and powerful. This is his scheme, and admittedly, it's clever, but just downright evil to promote so much hatred in the world.