We already have a large cult/religion that started out with an author and a book so I can definitely see another one forming from some guy and a video game.

Seems like Bungie is a raging dumpster fire at the moment. CEO responsible for current state of Bungie just bailed when his stock options became vested. The person leading the studio now is the infamous GDC “beware of overdelivery” guy. https://www.youtube.com/watch?v=p6HqAhabFBA