I'm not sure if it's that far to be a cult because I was never in it, and the will to share is commendable.
To me it sounds like a way to justify making more money at all costs under the guise of a moral high ground. It'd feel more honest to do it without the cosplay around it and the "I donate better than you" holier than thou-ness.
I think it's more of a reactionary outburst from people who became wealthy enough to wonder about the purpose of their life and want to detach themselves from the late stage capitalist brand they get as cushy first world living while still reaping all the benefits.
I'm afraid if there were many good hearted people in that movement this single event will also discredit the rest. But maybe it was all a cult, who knows.
In this guy's case it sounds like a handy way to minimize whatever sentence he gets over this because he can argue "he did it out of pure intentions to help the world", which basically counts as insurance / marketing expenses for the scam.