I just listened to a really good TED talk. In case you haven't heard of TED, it stands for "Technology, Entertainment and Design". Every year (and increasingly more frequent, it seems), they hold a conference in California, inviting an eclectic ensemble of top-notch field leaders to give a brief talk. You can view all the talks online at ted.com.
In this talk by Diane Benscoter, she describes the mental state of being in a cult (she was a Moonie for 5 years). I love the virus analogy. She says that some people are more susceptible to the cult virus than others; it depends on how strong their immune system is. That "immune system" is skepticism.
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