it's a proliferation of turn of the century "self-help" industry boom through the vessels of today's dominant mode of communication (a PR tool) - the internet. the victory of individualism over collectivism, postmodernism over modernism, whatever you want to call it. it's "religious" insofar as it seeks cultural homogenisation, a lifestyle conformity which only works to ease the accumulation of capital. nothing remotely mystical about it. untapped insecurity is lucrative and you lads aren't immune from it either.