“What’s new is that in this internet-ruled age, when a guru can be godless, when the barrier to entry is as low as a double-tap, and when folks who hold alternative beliefs are able to find one another more easily than ever, it only makes sense that secular cults – from obsessed workout studios to start-ups that put the “cult” in “company culture” – would start sprouting like dandelions. For good or for ill, there is now a cult for everyone.”