When Abraham made the golden calf near Mount Sinai he said " "This is your god, O Israel, who brought you up from the land of Egypt." (Exodus 32:4)
In effect, the GB is telling everyone: "This organization is your god, who saved you from this wicked system of things and will carry you to the earthly paradise".
Just like Aaron and the Israelites didn't believe that the golden calf was Yahweh himself, but rather, a visible representation of the deity, whom they promptly worshipped, the modern-day Aaron fashioned the organization to be the visible representation of the very God they claim to worship, in effect, rendering the organization said worship.
Eden