On my two anti-cult blogs dealing with Moonies and Amway, I emphasize that cults use deception about who they are to potential recruits. A recent personal experience is revealing: I was in Hollywood and a man was passing out free tickets to the "Psychiatry: An Industry of Death" Museum on Sunset Boulevard. When I asked, the man claimed that the museum was not affiliated with the Church of Scientology. A quick Google search shows that he wasn't telling the truth. An informed populace is anathema to totalitarian cults like Scientology, Amway, and Unification. That's why the Amway Google bomb was so powerful.
Note: This is crossposted on the anti-Amway blog.