I think that has been their message all along. They're just getting more blatant about saying it. They have taken the place of Christ. Go to them for life. Loyalty to them, is loyalty to God. They are the mouthpiece (Word) of God. They are the truth. No one gets to God except through them. Etc, etc.
I hope the more blatant that they get, the more people will hear what they are actually saying. "I am the Christ" (the very people Christ warned us to flee from)