I’d also go with political pandering, however, I would also argue that Mormonism is not really a cult, perhaps it used to be, but not really anymore.
I’m some guy on an island in the Mediterranean, and I know about them. I have also met them both here in Spain and in the UK, so they are quite big now. They have also had one of their guys run for president, and have a very high profile. Those things would go towards it not being a cult anymore in my opinion.
It is also much more open now days, allowing black people to join. They don’t have the polygamy thing going on anymore really, so not working outside the law like many cults.
Any point that still stands about them being a cult, can probably be argued by pointing out similarities in established religion.