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If you haven't seen it, watch Wild Wild West on Netflix. It's a documentary series about the Bagwan Rashneesh here in Oregon. He started a cult in India then moved it to the US and it grew from being a few dozen people to being several thousand, taking over a city, and nearly taking over a county.
A lot of the people joined that because the cult offered them a seemingly Utopian society. If you come to live on the commune, you get a place to stay, food to eat, clothes to wear, everyone is into free love so you get laid and all you have to do is be cool and do the job they assign you to. It sounded great to a lot of people then once they got into it they found it it wasn't what they thought it was hard to leave.
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