Sathya Sai Baba claims to be the "master of maya"(delusion). Another fitting word could be "master of disinformation", which technique is effective not least because many people already believe what they are determined to believe and lock out any evidence that causes second thoughts.
Here are more typical 'Sai stories' - persistent accounts of Sathya Sai Baba as handling cash, and also pretending to materialise both money and gold... he who claims he has no money etc. These illustrate the technique of building a movement through nurturing a mythology alongside much active & effective disinformation.

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