I agree with the OP. It is a bad thing if you have a loved one in the cult and you are trying to extract them. Bigger picture though this is good for the long term demise of the cult. In the past there was just the written word. As disturbing as the literature is, when it comes to life it becomes even more disturbing and ridiculous. Which in turn moves more people to comment on it, more awareness overall about the cult, and less recruitment.
A really good example of this, a video I saw today: