I'm an outsider so take what I saw with a grain of salt. I'm only going by that which I understand. I hold myself responsible for my own theological interpretations and pray for the Holy Spirit to guide me.
That said, to me, you're asking if something that started off as a corporation that used religion to make money can become a religion.
IMHO, no.
It's a corporation leveraging religion to make money. The acquistion of the product is POST-mortem so they can claim any craziness they want to keep a person trapped in their insanity.
There's no such thing as a post-mortem money back guarantee and dead people cannot sue for false claims.
What a safety net, huh.