Songster,

My sense of the term is that it's a bit ambiguous and, like the term "cult" itself, has sometime soft, almost humorous connotations (the "Star Trek cult") as well as the serious kind.  But there is definitely a serious, ominous usage:  Mao, Stalin, Kim Jung Il, for example, all headed up personality cults.  These were groups (in their cases countries) demanding slavish devotion and uncritical worship of their fearless leaders.  I think Rawat's in good company in this group.