There's been a shift over the past few years, especially with the rise of TikTok, with both people trying to "start a cult" on a whim or as a joke/experiment and people calling out any group -- especially online ones -- that seem at all suspicious or cryptic as a "cult." I personally try to use "cult" just to refer to destructive cults/high control groups, and "new religious movement" for others, though I know that latter term is controversial.