Think of it like a real life roleplaying game. You start off at a 'low level', with only some knowledge, and the more you pay, the more books and education you get, and the higher you advance. Infact, at some of the higher levels they claim you can get supernatural powers. If you ever read some of the books, it starts off sounding quite scientific actually. They use lots of psychological references, and a lot of it seems common sense or practical. But the more you read and the more you advance, the more twisted the theories become. Of course, everything is presented slowly, so you don't see the twisted changes unless you're well educated (especially in the behavior sciences). For example, some of their 'supernatural' powers that you can gain are quite popular psychological techniques... what you'll find in an undergrad text book or even Tony Robbin's books.