The difference between a guru and "guru" is this. A cult leader or "guru" offers you fire from which you light your torch. A guru tells you his light is worthless and that you must find your own. One radiates and has no interest in being helped or to help. The other burns.
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An honest saleperson says: "You have what I'm selling you already but you've lost it, this may or may not help you find it. I hope you do." It's an honest belief that you can really be better with this new thingy in your life.
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