Historically, media gatekeepers like a few TV stations limited the reach of charismatic but unsubstantiated figures. The rise of social media removes this friction, allowing gurus to build massive audiences directly. This, combined with distrust in institutions, has created a "golden age" for their proliferation.

While right-wing gurus often display bombastic narcissism, their left-leaning counterparts can exhibit a more subtle form: performative self-deprecation. This "inverted humility" serves the same purpose of self-aggrandizement by signaling moral and intellectual superiority through an elaborate performance of being unassuming.

A key tactic of secular gurus is to present well-supported findings alongside their own idiosyncratic interpretations. This makes it difficult for audiences to distinguish between established facts and the guru's personal worldview, lending unearned credibility to their fringe ideas.

A key psychological parallel between cults and fervent belief systems like the pursuit of AGI is the feeling they provide. Members feel a sense of awe and wonder, believing they are among a select few who have discovered a profound, world-altering secret that others have not yet grasped.

Gurus often pepper talks with references to obscure scholarship and technical jargon. This isn't to build a coherent argument but to create an aesthetic of profundity. This "decorative scholarship" signals intellectual depth to the audience without providing actual substance, making the material seem more profound than it is.

A key tactic of charismatic leaders is to position themselves as revealing a secret truth that established institutions have concealed. This 'pulling back the veil' can be used for positive social change, like Martin Luther King Jr., or to spread disinformation and undermine credible sources.

Percival Lowell, a wealthy Harvard graduate from an elite family, successfully framed himself as a maverick fighting scientific orthodoxy. This "insider-as-outsider" narrative is a powerful tool for building a following, as it combines the authority of the establishment with the appeal of a revolutionary.

Contrary to the idea of purely cynical manipulators, most gurus and misinformation spreaders seem to genuinely believe what they're selling. This self-delusion, often fueled by narcissism or pattern-seeking, makes their message more compelling and authentic to their audience than a calculated lie would be.

The allure of conspiracy theories is often less about the specific claims and more about the intoxicating feeling of being a contrarian—one of the few who 'sees the truth' and isn't a 'sheep.' This psychological reward makes the details of the conspiracy secondary to the sense of identity it provides.