Did you read that magazine spread that LeVel did? It described her as "the caretaker, but then she decided to take care of herself first"....and see what she has accomplished! (Seriously, go look).
I think THRIVE targets women with low self esteem and promises them big financial success if only they will start thinking about success and themselves first. SW may have thrown off one form of control (her husband and her family) for another (the company).
I'm not sure if they are consciously looking to target women with low self esteem, or if that's a side effect of them targeting SAHMs and women who have significantly reduced their time at a paying job to look after their children. I know Avon (not quite the same as these new MLM schemes but there are similarities) hang out at my local soft play centre, and even drive round our estate looking out for mums with small children to target (I know because they approached me a couple of times while I was out pushing my pushchair with my two little kids in).
Its very easy to lose sight of yourself and end up neglecting yourself to take care of your family as a SAHM, you lose a big part of your identity if you have always worked, and suddenly rather than being a person in your own right some people just see you as being so-and-so's mum. I know not every SAHM feels like that, there are many who thrive (no pun intended) on it, but in my experience, it's not uncommon. I've never been tempted by the MLMs myself, but I can see how others get sucked in. And with people who are as into it as Shanann seems to have been, their devotion does appear almost cult like.