Is you start a cult you don't tell people that you start a cult. You tell them: Look there this nice meetup. All the people in that meetup are cool. The people in that group think differently than the rest of the world. They are better. Then there are those retreats where people spents a lot of time together and become even better and more different than the average person on the street.

Most people in the LessWrong community don't see it as a cult, and the same is true for most organisations that are seen as cults.