There doesn't seem to be anyone arguing seriously that Less Wrong is a cult, but we do give some newcomers that impression.

The LW FAQ says: >

Why do you all agree on so much? Am I joining a cult?

We have a general community policy of not pretending to be open-minded on long-settled issues for the sake of not offending people. If we spent our time debating the basics, we would never get to the advanced stuff at all. Yes, some of the results that fall out of these basics sound weird if you haven't seen the reasoning behind them, but there's nothing in the laws of physics that prevents reality from sounding weird.

I suspect that putting a more human face on the front page, rather than just linky text, would help.

Perhaps something like a YouTube video version of the FAQ, featuring two (ideally personable) people talking about what Less Wrong is and is not, and how to get started on it. For some people, seeing is believing. It is one thing to tell them there are lots of different posters here and we're not fanatics; but that doesn't have the same impact as watching an actual human with body cues talking.