Typically, Rupert Murdoch articulated what many are thinking but few will utter: there is 'something creepy' about these people
"Here's the thing: for a supposedly religious country, we really do feel extremely queasy about secret practices, mystical beliefs (whether involving aliens or not), and unfamiliar mumbo jumbo. It is true that, so far, Tom Cruise's career has survived his eccentricities â€“ they perhaps have given his white-bread character a certain weird Ã©lan. And it is true that we are not yet talking directly about the peculiarities and cockamamie creed of Mormonism, avoiding this subject for reasons of tact and civility.
But I suspect we are thinking about it, constantly."
"It is another point of subtle confusion that both Churchs are â€“ to their advantage, but perhaps even more to their peril â€“ bound to a famous son. And they each, to a considerable degree, take on the character of their most famous adherent. Curiously, they also risk taking on aspects of the other's big name. Weird and frightening Tom and robotic Mitt seem like generic cult characters. If cult-like religions speak to each other, it may be, in an ultimate conspiracy, that the Mormon leaders, now more than ever fearful of cult backlash, called up their Scientology counterparts and begged for an immediate Cruise capitulation to Holmes and an end to the tabloid coverage of culty rituals and dogma."