It's all very orweilian. Every word is redefined to be it's opposite:
The masters are the "slave" (FDS)
Being "spiritual" means giving materially and with physical acts of devotion.
Kicking someone out on the street and thinking of them as if they have been killed by god is a "loving arrangement"
"The truth" is all lies
"The truth will set you free" - it frees you from being able to do whatever you want and live with the consequences...
It's not brainwashing, it's having your mind cleansed of impure thought
And now, it's not a genuine desire to share happy family traditions and give generously, it's bullying.