It smacks of pagan worship, such as the Druids, and the Roman Catholic Church. Most of the churches dedicated to Mary were built on the site of former Druid sites. My experience of the Society is that it was not motherly at all.
This also raises Christological issues. I've heard several times that Mary was only Jesus' mom, respected certainly, but Marian worship emerged around 1,000 C.E. when Europeans believed Armageddon would occur. They needed a reassuring, forgiving presence --Jesus' mom was the perfect character to elevate.
So Jesus is merely a spirit, the same as any old angel, but the Society is co-equal to God? This is perverse.
I remain fascinated by the fact that some individuals actually makes up these wacky ideas.
Goddess worship is good in my book. Dump JAH and elevate Mary further, which is exactly what the GB is doing.