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A fair point. Maybe I'm committing the typical mind fallacy and underestimating the general gullibility of people. If someone offers you something, it's obvious to me that you should look for strings, consider the incentives of the giver, and ponder the consequences (including those concerning your mind). If you don't understand why something is given to you, it's probably wise to delay grabbing the cheese (or not touching it) until you understand.
And still this all looks to me like a plain-vanilla example of a bootstrapping an organization and creating a base of support, financial and otherwise, for it. Unless you think there were lies, misdirections, or particularly egregious sins of omission, that's just how the world operates.
Also, anyone who succeeds in attracting people to an enterprise, be it by the most impeccable of means, will find the people they have assembled creating tribal markers anyway. The leader doesn't have to give out funny hats. People will invent their own.