Random observations:
They’re lucky to have a brand consultant involved. It sounds like he has some work to do.
These guys sound like the pseudo-intellectual equivalent of the secessionist guys who conduct military drills in the woods and live a Spartan life.
Gee, what if they put their efforts into making the world better for everyone, not just themselves?
It sounds like at least some of them recognize that the whole secrecy thing is counter-productive. But then again, they know full well that, in the light of day, most people aren’t going to buy this stuff. Most women won’t, obviously.
If they aren’t embarrassed now, they sure as hell will be.
This is an example of people with too much time on their hands.
Oh, another thing is that this type of secret society is going to attract some real oddballs, to say the least.
More seriously, many of these folks probably need to feel like they’re a part of something. Let’s try to be compassionate about them, where we can. They could use some understanding.