" Franz had a talent for continuity ...." Mad Freddy was Autistic, and that helped him to disregard the problems with his theology etc. But he was crafty, and wriggled his way around the problems, he knew he was bull-shitting on some level, but he was good at it, he would have made a better politician than Trump, not so openly corrupt and dishonest.
How they now deal with this "dead horse" they are still flogging will be fascinating to see, but their retention rate is already pathetic, their conversion rate of members of the public is equally piss-poor, they need to do SOMETHING, re-branding did nothing much for them.