I mean they actually told him where they were from (geographically, if not organizationally), so clearly they didn't consider it something that needed to be secret.
Which is interesting, because it gives us insight into their way of thinking [1]. They clearly don't consider themselves to be in any way toxic like the author thinks they are.
Cults are interesting: they provide a sense of belonging and accomplishment to their members, in exchange for something (time, money/tithe, ...). In that respect, they're just another point on the spectrum of human social groups. Including some corporations. Frankly, I (and clearly other commenters here) have difficulty finding a clear ontological distinction between such a cult and, well, the Google corporation itself.
[1] I'm already Othering them, which I'm sure they'd be surprised about