The situation diagnosed by MichaelBarkun in ACultureOfConspiracy.
Whereby people invent their own spiritual / religious beliefs.
It's not exactly new, but it's enabled by the cross-pollination between various fringe or alt beliefs initially in specialist bookshops / magazines and now the internet. Lots of ConspiracyTheories / FakeNews etc. evolves the same way. It's an extremely competitive / fast moving memetic ecology.
In a sense this has always been the way of esotericism. Think of the TheoSophists or AleisterCrowley mixing up theosophy, Eastern religions with cabala and Satanism.
See also :