Led by a spirit

"..., but he had no principles that were not common to others, if not to all; for others believed in the direct teaching of the Spirit, and these mistook their feelings for the effects of the Spirit, and their transient thoughts for emanations from the Spirit; and being thus enlightened according to their leisure and to the encouragement they gave to their thoughts and fancies, they could frequently see farther than other people into the Scriptures and the will of God, or fancied they could;..."
 How is it that so many people, claiming to be led by the Holy Spirit, claiming to follow Jesus, wind up going so many different directions? The above quote is from a book that was written about Matthias and his “Kingdom of Zion” that he tried to set up in the early nineteenth century. He was able to attach himself to a Bible study group who accepted him first as a prophet and then as ruler.
How is it possible for sincere people, involved in Bible study and prayer, to develop the idea that heaven and hell only really exist here on earth and the idea that souls go to another body when the people die, consequently your spirit match is of greater importance than your legal marriage?
Now, to be fair to the folks in the Kingdom of Zion, people today do many of the same things excusing their behavior on God’s will. We still interpret things idiosyncratically, and we still tend to rely on personal interpretation or whatever preacher/teacher we respect to tell us what scripture means (all while saying that it is just scripture). They had spirit matches, we have soul mates and incompatibility. Plus ça change…

Robert Matthews (Matthias actual name) denied Jesus functionally. He claimed to be the Spirit of Truth, having the spirit of Jesus and Matthias the apostle in himself and speaking on behalf of the Father while claiming the title of Father for himself and Mother for his “wife”. It was a bit eerie hearing that Jim Jones demanded that his congregation call him Father and his wife Mother.  While Robert Matthews never denied the existence of God and indeed stressed his own version of Old Testament understanding, Jim Jones ultimately wanted to get his people to leave Christianity, the entire Bible, and any god outside himself behind.
Both men were extremely controlling of those around them. While Jim Jones ultimately was more successful in drawing a large body of people around him and died in their midst while causing many to die rather than relinquish the dream, the control, Matthias did not. After he was accused of killing one of the members of the “kingdom” and beating his daughter who was married, he basically was abandoned by all but one person and wound up wandering the west before fading away into obscurity. We do not know where he died. We do know he had a run in with Joseph Smith.
What spirit led these men to death? I see the seemingly sympathetic smile of the gentleman with cloven foot from the fairy tales I grew up reading. “You want power? You want security? Money? Love? Trust me, I’ll give you what you want. Just follow me.”

Robert Matthews was apparently a natural leader and may have been responsible for a couple of physical deaths to say nothing of the spiritual. Jim Jones was even bigger, more successful, more set against Christianity, responsible for more death. He, too, was a self proclaimed prophet. He too made the claim of being what people called god.
While Jim Jones had a vastly larger following, both of them had people who otherwise would have been considered respectable following after them. How do so many people, some well educated, some apparently devout, become caught up in these movements that bare the fruit of Satan--lies, immorality, and death?