I would usually assume this site doesn't care but he is basically "taking ownership" of Kek with this move and his idea of Kek will reflect his ideas rather than /pol/'s.
 
It's a douchey thing to do and reflects a lack of creativity on his part to take a meme and try to get it registered in a such a way wherein he has to define its meaning (as to become a religion you'll need to say what you believe, etc). Yes he CAN do this, but it's a dick move and shows the tact of a blubbering walrus
 
2 hours, 52 minutes and 15 seconds
 
https://www.youtube.com/watch?v=hemZgFXPCRU&feature=youtu.be&t=2h52m15s