Dear Stoic, you nailed it. And, here is a morsel from Professor Dodds. On page 242 he wrote of the process of assigning divine status to rulers, even to athletes and writes
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So far as they have religious meaning for the individual, ruler-cult and its analogues, ancient or modern are primarily, I take it, expressions of helpless dependence; he who treats another human being as divin
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"Cults," Sects, and "New Religious Movements"