Actually, you SHOULD be automatically suspicious of anyone selling you 'feel-good vibes' - the UB's techniques are, by Waverly/Davitt's investigation, based on such fun organizations as the Moonies (such as so-called 'love bombing'). It is, on the other hand, also touted as a 'be the best you you can be' self-help organization, yeah.
Of note, though, is that a lot of significant individuals (the CEO of Sony, for example) are a part of it - at least as basic members. Remember, not everyone makes it to bugdom. A GM planning on using them really, really needs to read the download cover-to-cover and do detail work with it for in-depth understanding and plotting. The UB was the UNICEF / Christian Save The Children / Super Feel-Good Charity of its time.