I think it's the combination of that evangelical "send your 19 year old boys on 2 year missions to Paraguay" kind of commitment with the american corporate aesthetic. Like when you look at the kind of people who make it to the top of the mormon ladder, their all like lawyers and real estate guys and that kind of thing. So that's what's "cool." Like ,if you've ever talked to mormons, or especially their missionaries, the combination of "we're here to teach you about the one church that gives you any chance of happiness or fulfilment in this life or the next" with pressure tactics that were obviously lifted from the sales practices of the 50s is just a hell of a ride.