The First Article
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Chad appealed to a certain category of people he knew would be "suckers" for the theory in his books. Lori bought into this mostly in a monetary way and perpetrated the myth. Does anyone actually believe Lori and Chad swallowed their own KoolAid. It was all about manipulation deception and $$$$$. OK......MOO.
Yes I do believe they believe themselves.
Their actions proceed out of this story of themselves and the world they have.
However, they not believe in the same way a normal person would. In that they possibly think ALL people's beliefs are simply a contest of who wins with the best belief set. That is what beliefs are to them. They think you are that too and it is just a contest of dominance.
And their "god" is just like that so will pick them as being the most like him.