The thing people get but don't really want to admit to themselves is that programming languages are cults to some degree.
We understand this when we talk about the irrationality of the language flame wars. Back in the Slashdot days we joked about it explicitly. So in that tradition: I don't want to start a holy war but...
You've got all the ingredients. First and foremost the BDFL. He's the cult leader, coming in with a new "way of thinking" which, if you follow his rules (the language) will lead to a better life (better code, better career, personal enlightenment, righteousness, purity, becoming closer to the machine (god)). Often times this is expressed in terms that even he cannot quantify -- the language is "efficient", "advanced", "secure", or "modern". But the point of the language is, if you only adhere to these dogmas (everything is an object/table/function, everything must be immutable), then your life will be filled with fast/efficient/secure code (again, can't really quantify it).
Some of them even sell you a "purist" cult -- "we don't sling dirty imperative code here, our code is pure functional, which is closer to the ideal (god/the word of the BDFL) and therefore good". Lispers figuratively go there saying things like Lisp is the language of God. HolyC (TempleOS) literally goes there with claims the project is a word from God. Now, there's mental illness mixed in with that (but would you believe me if I told you many language designers suffer from mental illness? At least every one I've known. If anything, there's a good deal of narcissism and delusions of grandeur in this community, which incidentally you'll also find in cult leaders).
Of course like any good cult, aesthetics are enforced. You can't just program in the language, you have to program the way everyone else programs. Take the Zen of Python, which preaches a sort of asceticism. Some cults are about "beautiful" code, that looks "clean" and is free of anything impure like certain syntax or even specific characters that are thought to be a nuisance. The key to all of this is it has nothing really to do with the essence of the language. Just having these elements floating around is enough for people to glom on and stick around. You don't even need to have an actual language to form on of these cults, look at Jai. There the BDFL has held back his language for about a decade, promising to release it but never actually doing so, which paradoxically keeps people holding out to receive the forbidden knowledge he is keeping from them.
We've got our holy books of course. The language spec holds all the keys to understanding the word of the BDFL, although the number of people who have actually read it compared to use the language rounds to 0. Not only because these specs and docs can be voluminous, but also sometimes they are written purposefully to be inscrutable. See "Nock" and "Hoon". Half of understanding those things is just getting your head wrapped around the jargon, which itself is meant to be exclusionary -- if only the authors can read it, it puts them in a special place of translating the holy texts so that mere mortals might understand their wisdom (it also means that if anyone disagrees with them, they can just insist the texts are being translated wrong). Other times there are style guides which tell you the one true way to read and write the language. Then there are the various blogs and tutorials which are the equivalent of sermons, spreading the good word to the masses.
Speaking of the masses, that brings us to the community! That's us, we are the cultists! The community will defend the BDFL to the death, and attack anyone who questions the dogma. You see this all the time in language communities, where any criticism of the language is met with vitriol and ad hominem attacks. Usually the BDFL treats people this way, and his community sees it a sign of strength, so they emulate it. Although The community is often more zealous than the BDFL themselves, going out of their way to convert others to the faith. We see that from time to time on HN, when people show up here from some lang community and they get way too into it, to the point their lang is flagged here every time it's posted (not even gonna name them because they'll be here to say something). They will also police the community, ensuring that everyone adheres to the dogma and punishing those who stray from the path. This is often done through social pressure, other times it's through explicit excommunication (banhammer).
Which leads to sects! I mean forks! When a language community gets big enough, you start to see splinter groups forming. Tensions rise in the community around aesthetics, features, or very often how the community is being (mis)managed, how the BDFL is leading or ignoring users. Eventually you get a Martin Luther type who strikes out and forks the cult intending to create their own cult. We saw this with projects like Elm stagnating as the BDFL continued to bless certain packages but refused this access to the rest of the community, so forks starting to appear. Or look at the recent controversy with Nim and the Nimony fork.
And let me tell you, as someone who was a dev for a PL and saw how these things started off, you really attract... interesting folks when it comes to a brand new language. For the thing I was involved with, it was just one person after another who had some out-there idea thy wanted to glom onto the language. Stuff like "vorpal math"... whatever that is. So, yeah that's the kind of people you start out with in the early days if you're lucky, because no one else is paying attention to the niche PL scene except the vorpal math guys, who are primed to receive any kind of special knowledge from a cult leader. You collect a couple of these followers, they become true believers, and then you grow from there. It's not too hard, but it's very unstable, so most communities don't get too big as the BDFL loses interest himself, or he can't keep the hype going. Once in a while you get guys like Yarvin who really run a grift over a looooong period of time -- with Urbit they were literally selling virtual land plots to their community. So just like actual cults, there's also a grift to run when it comes to languages (languages are not profitable at scale, but they can be profitable if you know how to grift).
Now I'm not saying all languages are cults. But I think the fastest way to build a language from nothing into something somewhat active is to lean into the cult-like aspects to entice people in. Because otherwise the language has to stand on its merits, and small languages can't. So they have to stand on a promise of heaven that may or may not materialize (it probably won't), which is the basis of the cult. Because to keep the movement going, the cult leader either has to deliver nirvana, or keep promising it's just around the corner. Maybe it will be, but it's very easy to waste a decade of one's time hanging on to some lang dev waiting for him to drop the next update which will fix everything, but it never comes.