...as a joke!
At best, only a second rate sci-fi writer of the 50's, he started calling his writings 'self-help' in the 70's, hit the talk show circuits, and later applied for status of 'religion' in the 80's because, in his words, 'that's where the real money is'. It used to be people like him were properly identified as cult leaders and warnings were issued (Jim Jones, the Moonies), but thanks to some aggressive, well paid lawyers, they now call themselves a religion. With very odd beliefs, particularly about illnesses and medications and aliens.