Conservative Christianity made the word “cult” famous as a negative epithet they placed on all sorts of religious communities and ideas. Yet the sectarianism, the insistence that one not trust mainstream sources of knowledge (now most visible in how conservative Christian Republicans talk about “mainstream media” by which they mean every news outlet around the world saying things they don’t want to believe and refuse to accept) are all characteristics of these supposedly anti-cult Christians. The truth is that they were never opposed to being a cult per se, but only to all the other cults that are wrong, unlike them. What I’ve come to realize is that “getting back to the Bible,” “Bible-believing Christians,” and emphasis on the “fundamentals of the faith” are all marketing slogans. Advertising may be true or false, obviously.