“We think of cults as rural communes in the woods or in a mansion or bunker, but we need to be thinking about cultishness a little differently. We’re all susceptible to a pernicious guru. It’s just that now they’re not just on compounds in the woods. They’re on your Instagram feed.”
Amanda Montell is a newcomer to the cult field, and a linguist who must get out of the habit of saying "we" - because "we" don't do anything - they do: The fanatics pushing fanaticism.
"We" are just stuck - within this twisted world of that.