Don't you think that cults are generally assumed to have people in charge who don't really believe in the doctrine, whereas Dr Rowan Williams probably does love his neighbour and that?
That's what modern usage of the word implies, yeah. It hasn't always been that way though; certainly wasn't in antiquity.
Like I said, Hubbard basically superimposed a sci-fi aesthetic (and duly warped) bits of Zoroastrianism, Manicheanism, Thelema and other influences he picked up on his own spiritual quest.
There's every chance in the world that he genuinely believed in the kernel of what he was teaching. Just because the mythology was obviously the invention of one man doesn't mean that he didn't strongly believe in the message behind that mythology. Relatively few Christian scholars (and clerics) take the Bible as literal truth, for example.
