I don't know what to make of the show; it could turn out to have some supernatural plot twists beside the premise. The premise might just remain unexplained.
But the way it seems to me now is that this is a basically artistic show exploring the way people react to this sort of trauma, with the cultists being one type of reaction, people who feel so devastated, that they are fixated on it and want others to be as well, in a very self-destructive way, hence the smoking.
There are others, such as the Sherriff's dreams. The story of the woman who lost her whole family in the last episode seems to fit that sort of storytelling.
It seems like there are too many bizarre things and loose ends for just that sort of explanation, though.
For example, is the sheriff's father just nuts or onto something important?
Whatever happens, it's rare to see a show with this much surrealism and mystery. Whether they can do something good with it, we'll see in a year.
It's a fine line between just being strange, and actually having some payoff for the strange things.
Perhaps one of the worst payoffs form this sort of thing came from the series finale to the also surrealistic artistic show 'The Prisoner'.
They rarely seem to end well. One that perhaps did better with such a premise - to a point - was 'The Matrix'.