"Scientology strikes me as among the most successful "jokes that got out of hand" in history, but with L. Ron Hubbard dead, it's not clear to me if anyone in that organization understands it was a joke."I'm not talking about "anyone in that organization." My point is that at least the originator, Hubbard, understood that the mythology he made up for Scientology was his own fabrication. From his perspective, it didn't get out of hand but worked as originally intended, probably far more successfully than he had ever dared to imagine.
It has been established beyond reasonable doubt that in the 1940s Hubbard repeatedly stated in public that the way to get rich was to start a religion:
http://www.don-lindsay-archive.org/scientology/start.a.religion.htmlThis is what he then did. He wrote a self-help guide attached to a science fiction mythology and sold it as a cure-all and, finally, a religion.
Of course, people change. To resolve cognitive dissonance, they can persuade themselves to sincerely believe things they at first knew were untrue. I'm not in Hubbard's head to tell you what he really thought at different times. If you succeed at founding a profitable cult, it may be easy and more rewarding to convince yourself you are truly a prophet.
The point that matters here is whether the science fiction writer knew he was writing a fiction when he first devised the principles of his new religion - and whether we, at a great distance but using the available evidence and the tools of reason, can in fact reasonably conclude that this must have been the case.
How the people who later helped him build his organization understood it is again another matter. Obviously a great many people must believe in the Church mythology, or they would not allow the Church to prey on them. But if you look at the Church's history and practices, its executives act as though it's a scam for their enrichment, one that they enforce using mobster methods. (I'm thinking especially about the episode around Hubbard's death.) Scientology becomes much harder to explain if you think its leadership seriously believes the Xenu mythology and none of them know it's a scam.
I can imagine that some of those associated with the Church - thinking of the Hollywood stars in particular, who need not have great stakes in the matter - just find that the techniques (or the business connections) work well for them, and don't give much thought to the mythology at all.
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I submit it's reasonable to expect that motives are often base, even if you should be cautious in determining when and not make accusations wildly.