This was way more fun to read than I thought it would be. Montell's investigative approach expanded my understanding of what could, can, and is even considered a cult (the concept is more vast and pliable than I'd realized); and how most "cults" are actually rather benign or helpful. I was most fascinated by her analysis of what type of person gets drawn into cults, as well—she dismisses the idea of brainwashing quite severely. Montell persuasively argues that it is the way charismatic leaders wield words which draws in the optimists. I only wish there was about twice as much of this book as there is, the chapters somewhat skim where I want to dig in and learn more about the ways language has