One of the hallmarks of a cult is that members unite to oppose what they see as an oppressive or illegitimate mainstream culture. But if you recall from an earlier chapter, rejecting an illegitimate norm is precisely the sociological definition of being “cool.” So what’s the difference between what people consider “cultish” versus “cool”? Both groups self-organize around the idea that the world doesn’t get them. Both develop customs that belong to them exclusively. Perhaps a cult is an extreme version of homophily. But in a way, every social network is a soft cult—a place where people can,
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