NWBO shareholders share a lot in common with a millennial or apocalyptic cult. Read "When Prophecy Fails" by Leon Festinger and later writings by other social scientists and historians for a good explanation. All the hallmarks are here but I will name two:
1. Alternate date-setting - When one prophecy fails, set another 'doomsday date' and say that the calculations for the last one were off, the day of doom was staved off by the faith of the believers or better yet - never admit you set said date in the first place.
Sound familiar? 'Well that was just a projection.' and the like.
That's fine except each new date is invariably wrong as well.
2. Us vs them mentality. Only the in-group is good and everyone else in the world is at best deluded and at worst part of an evil conspiracy to destroy the in-group and the prophetic leader.
Anyone appealing to hard facts or evidence that call into question the belief system is labeled as a false believer and attacked. This forces many who express their doubts into silence and others into leaving. But the group cohesion is maintained, even to the point of mass suicide in some cases.
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