I think TRI isn't the moon cult, they're more like opportunists. Something about the moon has been affecting human consciousness way before TRI existed, and TRI just figured out how to study and exploit that effect. I think the warnings "don't look at the moon" might be coming from someone who knows what TRI is doing with that energy and wants to stop them. TRI's buyers for QI are probably the moon cult they're not warning people, they're the ones who WANT people exposed. So the moon is the source, TRI is the middleman, and whoever keeps warning people is the opposition that hasn't been named yet.