It's a secular religion. The whole thing scans very much the like the man who ambushed me in a public bathhouse a few weeks ago to tell me about how skeptical he was about Jesus his whole life, right up until the moment he found Jesus. And proceeded to expound on it at great length, while I avoided eye contact, fidgeted, stared in the opposite direction, etc.. At some point you have to just get up and walk to the other side of the room from these people, because they show no sign of letting up.