I really enjoyed this. It was really interims thorough, it goes into different cults and cult-adjacent groups and the language they use. This language is how these groups grow, maintain and to some extent control their followers. But the book doesn’t stop there. It goes it the whys and how’s of this language phenomenon as well as the reasons that people may buy into it. There are interviews from cult survivors, researchers, members of groups like soul cycle, and staff that work at these companies. It is a wide look at all of these peoples experiences, and the authors own, that makes this book so interesting.