Yeah, any following based around a single personality or idea could be called a cult.. hehe that would make Christianity the biggest cult of all (whether positive or negative is a matter of opinion). Certainly gurus and swamis could be considered cult leaders - if they attract a following that is.
Im in a benevolently secret society, and we have a mixed, oddfellows religious beliefs. We dont hurt people, manipulate others, or any of that shit. We just blend our beliefs into the religious melting pot. Its living religion.