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SoullessAutomaton comments on Spreading the word? - Less Wrong
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Speculation: The best way to avoid looking like a cult may, in fact, be to call ourselves one in an obviously joking fashion. Something that's half Discordianism, half Bayesian Conspiracy.
This is indeed a tempting avenue of attack, but we must resist the temptation these other organisations go for to hide in obscurity of language and trying to sound clever, emphasising actually being clever instead. This is one reason I think the dojo metaphor is such a mistake - we must at all costs speak straightforwardly, and be seen to do so.