It was pretty clear from the beginning that this was all hype and talk with very little substance, but I thought it would slide more towards the cult direction

It was pretty clear from the beginning that this was all hype and talk with very little substance, but I thought it would slide more towards the cult direction (scientology-style, that is). What I read in this article suggests it's not going there, which frankly is almost a relief : a cult would be more concerning than just a failing company.