Let's be honest, it does have all the makings of a religion, let me just go through the list:
. Mysterious creator that has suddenly vanished off the face of the Earth or doesn't exist - Check
. Celebrities are endorsing it to give it more legitimacy - Check
. Multiple sects splitting off from the main beliefs because they disagree with them or want to form their own cult instead - Check
. Lots and lots of conspiracy theories surrounding it - Check
. Persecution from government organisations that fear it - Check
. Crazy evangelical fringe believers who run around and try to harass people into following it - Check
. Extremely negative mass media attention - Check
Yep, I'd say we're a religion now
I would add the following:
-It was conceived to save the world from evil and secure a future of prosperity for those who accept it fully: -Check
-Believers tend to label nonbelievers as confused people who go the wrong way that leads to (financial) destruction, and their only hope is to repent and accept the new creed: -Check
-Those who have accepted the new creed make up a superior caste of Chosen who will one day reign over the unconverted: -Check