Fantastic article. And their "light touch" approach seems very correct.
Now --
What counts as a cult?
One sufficient condition, in my opinion, would be ritualized sexual abuse, especially of children.
But this is baked even into several mainstream religions, if you only open your eyes.
What is good, at least, is that, like viruses, cults/religions generally evolve to be less harmful to their hosts over time. (This is over time scales of multiple human generations. Within a single generation, a cult may do just the opposite, as it becomes marginalized from society and increasingly normalizes deviance, e.g. Aum reacting to humiliation in Japanese elections by releasing Sarin.)
Examples of this "taming" process: Flayed prisoners of the Aztecs are now dancing skeletons, "local color", used in America to sell tacos. Likewise the Abrahamic religions are an evolution of animal sacrifice cults, themselves echoing earlier human sacrifice cults; they are still shaking off frankly-insane practices, but could be worse. The history of LDS provides a less dramatic example, but one recent-enough that early stages are still well-documented in the historical record.
And if all this sounds New Atheistic, note that I am actually quite sympathetic to (almost apologetic for) certain aspects of religion (though I increasingly do wonder whether it is religions that teach goodness, or whether it is goodness that religions must attach themselves to for legitimacy, mixing it with other content). (For example I have pushed back, here, against characterizations of Christianity as "right wing", as that is not at all the content of the New Testament.)
One thing is certain: If a religious identity has bound itself to a person, then attacking the person will only strengthen the identity. The memetic parasite and the human victim must be clearly distinguished. Failure to do this results in violence against people which only strengths the meme. Blood for the blood god.
I suspect many of these memes can be tamed to the point of decency over multiple generations. Though they always carry the risk of reversion to older forms. Somehow the "DNA" is still there. So I'm not sure. They have to be stabilized to their nondestructive manifestations.
I also wonder about "non-religious" cult dynamics, e.g. those attached to political movements (both MAGA and woke), or financial/moral/credit systems, e.g. crypto.
One of my concerns also is the way that Silicon Valley leaders may study these methods not to defend against them but to exercise them in the formation of totalizing company cultures. Theil and Karp have been explicit about this. It distresses me: You should read about the scapegoat mechanism to destroy it, not to start using it.