Boy - for a time and place that's said to have been going fine and dandy - I sure can find a whole bunch of "looks like a cult" newspaper-type columns out there:
"The video is weird almost beyond belief, and it makes Google appear like a cult in the rigidity of the doctrines held and inculcated by its leadership. At one point, everyone is instructed to hug the person next to him, as at a human-potential movement weekend. It’s enough to make a reasonable person of moderate temperament gag."
And - Hey! - I'm now "a reasonable person of moderate temperament" - while y'all are weirdos, still awaiting your "Oh shit, it's a cult!" moment. Now THAT'S new!