What are cults, where do they come from, and why do they attract so many people? US linguist Amanda Montell is investigating this problem using the example of sects that "became famous" for collective suicides, seemingly harmless multi-level marketing companies and even "cult fitness" studios. The leaders of almost every such community develop a special language in which traditional concepts are distorted and replaced by others and which allows you to manipulate people. From the book, you will learn how to use the analysis of language and other "special means" to calculate malicious sects, often disguised as ordinary organizations that promise to improve your life, and how not to fall into the traps they set.