Then that would mean that Sybok really wasn't interested in helping people ease their pain, and was just using that to influence and control them to do his bidding. Which would actually have been a more realistic metaphor for television evangelists or cult leaders, if that was truly what Shatner was going for. The problem, however, is that Sybok gives every indication that he does care about the people he's helping, that he's really a nice guy, and that their decision to follow him was entirely their own. Which is why the crew going against Kirk really doesn't make sense, IMHO.