I found the description of Hare Krishna as a cult interesting, not because it isn't true, but because there wasn't an acknowledgement that the more "mainstream" religions also share the characteristics of cults. They also teach that their way is the only true way: all others are going to hell. The mainstream religions invest millions in missionary activities to convert the non-believers. They have their own mysterious rituals (wine turned into blood?)
It would seem to me an examination of how these larger cults have developed their brand would be very interesting to companies seeking mass market acceptance.