How a MLM cult is like ISIS, and how to defeat both of them

A recent episode of NPR's Hidden Brain that talked about terrorism, and how does the psychology of radicalization work, got me thinking, as the cult psychology of ISIS shares many similarities with cult psychology of a MLM cult, and this new angle to take on how a cult gains control over its members provides some very interesting insights into how it works, and some idea on how to combat it.

How is ISIS like a MLM Cult?

ISIS is like a MLM cult in that they entice members into self-destructive behavior by convincing them they are doing it for the greater good.

According to Scott Atran, an advisor to UN and the White House as anthropologist, explained that most ISIS fighters genuinely believe they are fighting for a "great cause", i.e. establishing a Caliphate, and generally it is the people in their 20's that were enticed by promises of glory, adventure, and purpose. They also believe that world is a disaster, peaceful change is not possible, self-sacrifice is honorable, ends justifies the means, and utopia is possible. ISIS recruit by leveraging idealism in naive young people already ostracized from society.

Now think about how MLM cults leverage a very similar mindset... MLM cult believers genuinely believe they are building a better world by spreading the "great product and great opportunity" among the masses. Many MLM cult believers do believe they cannot succeed in a regular job market. Indeed, that is a mantra often repeated in MLM cults, like "J.O.B. = just over broke" and so on, and MLM promises glory (recognition for accomplishments), adventure (travel all over, often exotic places) and purpose (spread the gospel of prosperity). There's also belief that traditional job CANNOT allow one to be financially secure, and utopia (financial freedom) is possible. In many ways, MLM cult preys on idealism of people who can't get a regular job (often through no fault of their own) and ostracized from society.

So to summarize:

• Both ISIS and MLM cult tell followers to believe in a great cause
• Both ISIS and MLM cult promise followers glory, adventure, and purpose
• Both ISIS and MLM cult tell followers world is a disaster
• Both ISIS and MLM cult tell followers existing ways do not work
• Both ISIS and MLM cult tell followers utopia is achievable
• Both ISIS and MLM cult leverage idealism in people  

It's scary how similar they sound, if you break it all down and get to the core message.

Scam Psychology: Misconstruing quote from Zig Ziglar about Positive Thinking

Every once in a while, you'll see some MLMer pull out this quote as a reaction to criticism:

Positive thinking will let you do everything better better than negative thinking will. 

Remember, this is in reaction to criticism, not "general application", that the quoter basically threw the quote out, meaning "why are you so negative? think positive!"

Live video feed of Zig Ziglar speaking at the Get Motivated Seminar at the Cow Palace in Daly City, California.
(Photo credit: Wikipedia)

Some of the folks may have even gotten the source, Zig Ziglar, correct. Zig Ziglar is a almost legendary salesman and motivational speaker. He has left a lot of positive legacy when he died in 2012 after decades in the field.

I have a lot of respect for Zig Ziglar, which is why I need to point out that this is a total mangling of the original Zig Ziglar quote, and is taken out of context.

In other words, Zig Ziglar NEVER meant for this quote to be used in deflection of criticism. And to understand this, you need to read the ENTIRE quote by Zig Ziglar, which will prove it was taken out of context.

Follow me...

Scam Tactics: The Galileo Gambit

Does everyone remember who Galileo Galilei is? He's the one who taught heliocentrism (the sun is the center, not Earth) and was persecuted by the Roman Catholic Church because heliocentrism ran counter to the Biblical literalism of the time (that Earth is the center and everything revolves around Earth).

So what is Galileo Gambit? An argument tactic that combines three separate fallacies (appeal to minority, appeal to authority, conditional fallacy) in one concise package. 

They made fun of Galileo, and he was right

They make fun of me, therefore I am right.

Galileo Gambit is generally used to dismiss the "widely held truth". Creationists and Climate change deniers often use Galileo Gambit and claiming persecution. (Indeed, Rick Perry sparked controversy when he claimed that science on climate change was 'not settled yet' in 2011 and added "Galileo got outvoted for a spell")

There is a variation called Semmelweis Gambit that was often used by "alternative medicine", or otherwise known by its less complimentary acronym, SCAM (supplemental, complementary, and alternative medicine).  Ignaz Semmelweis was a doctor that provided the start of germ theory in 1800's Vienna, but his views were not accepted during his time and he died a broken man, with his views only came into acceptance after his death.

Another variation is known as "Three Stages of Truth" often misattributed to Arthur Schopenhauer (who never wrote such a thing). Let us look at an example:

Here is one form of it used in a recent... suspect scheme (that had since collapsed.)

Will US Recognize a new mental disorder: Cult Sales Addiction?

While researching a different topic, I came across this interesting article in Changsa, China, where the local hospital had to treat at least two cases of a mental disorder that was previously unrecognized: addiction to cult sales.

The story can be read here in Chinese, but I'll give you the gist of it:

Hunan Province 2nd People's Hospital Addiction Treatment Center back in December 2014 had to treat a patient who was apparently brainwashed by a cult sales (pyramid sales / pyramid scheme ) organization. The victim, 27-yr old female, lost her job in October 2014 when her company lost the product distributorship, and was recruited by a friend to go to Nanning where supposedly things are better. About two months later, she called home and want her mom to come along and make lots of money. Her mom went for a visit, and realized victim was in the clutches of a pyramid sales organization and had been brainwashed for two months and is totally under their control, with full personality shift.

(article continues after this break)

Vemma Lost Injunction Fight. Now What?

If you haven't heard, Vemma lost its attempt to reverse the temporary restraining order put in by FTC when it was shut down. The judge found that the claims and evidence supporting such as put forth by FTC to have merit  and Vemma's counter-argument and evidence insufficient to counterbalance such evidence.

As a result, Vemma will have to change:

...prohibition of the sale of Affiliate Packs, and the linking or tying of an affiliate’s eligibility for bonuses or accumulation of qualifying points to their own purchases of Vemma product, whether through participation in the auto-delivery program or otherwise. 

The injunction will also encompass the “Two & Go” Program, which falls under the above prohibition.

In other words, buying drinks no longer counts as qualifying criteria.

What are the points to take away from this decision?

1. Affiliates are not customers

Affiliates' job are to FIND customers, and be compensated for doing so. They should not be customers themselves, who want product for product's value.

Yet there's no doubt that affiliates are making the purchases in Vemma. That leads us to the next item...

What is Business Porn, and Why Is It Bad For You?

Ever wonder who writes those books about MLMs? Or "how to become a millionaire" type books?

Probably nobody you ever heard of.

G.K. Chesterton once wrote in his essay The Fallacy of Success,  "...On every bookstall, in every magazine, you may find works telling people how to succeed. They are books showing men how to succeed in everything; they are written by men who cannot even succeed in writing books. To begin with, of course, there is no such thing as Success. Or, if you like to put it so, there is nothing that is not successful. That a thing is successful merely means that it is; a millionaire is successful in being a millionaire and a donkey in being a donkey."

Don't get me started on Robert "Rich Dad" Kiyosaki... As I've written about his bargain with MLM, and how his success is due to selling to MLM, not due to his own success. He had f***ed over at least two of his partners. His advice on MLM doesn't even fit his own quadrant system. And he doesn't understand what Ponzi is but managed to write about it any way for Yahoo Finance.

Yet people seem to regard him as some sort of financial genius. Why?

Frankly, Kiyosaki, and many of these so-called business advice writers, write "business porn".

Do you know what is business porn? No? Do you know what regular porn is? It's sex, with the boring parts edited out and dressed up to look the most exciting that few if any sane people would f*** that way.

Porn is fake. It's a SIMULATION of sex. Business porn is the same... books that explain to you the bloody obvious: making money is good. Stock photos that you wish your office look like, and so on. It's NOT REAL.

People who buy these books think there's "that one thing" they will "realize / get" to suddenly turn failure into "success". Often it's something about "attitude" (or mindset), or "gadget" or tool or system, or certain behavioral gimmicks that somehow symbolizes "leadership". They put up the stock photos that their business would never look like, or sprout cliche slogans like "you have to fake it to make it".

But just as porn is not real sex, business porn is not real business advice, even though they sure sound like real advice.

MLM Basics: Six Factors to Consider When Evaluating an Income Opportunity

There are always new income opportunities launched daily. Many of them are downright... WTF? How can any one put money into something like that? While others do look pretty legitimate.

However, it seems nobody bothered to compile a list of things you should know BEFORE you even consider an income opportunity, i.e. basic financial competence... or even basic critical thinking competence.

So here a list of six factors for you think about before you even go to any seminars or such:


One or two examples are noise, not proof

Everybody puts their best face forward, but the emphasis is always on being the "authentic self". If you are poor, you won't come across as a millionaire for long. Same thing with income opportunities. The talkers will usually parade their top earners, but how many of them are there, and do they have an income disclosure statement? How many people actually made decent amount of money?

Most MLMs participants (90% or more) make minimal money. Average sales (not profit) as per DSA for 2014 is about $2000 per year per participant. If a few people made six or seven figures, then the vast majority made practically nothing. And since you're starting, you'll make practically nothing for a few years. Is it worth the time to "try it out" for a few years? Can you afford to?


There are no "secrets" nowadays

In the age of Internet there are no 'secret' ways to make money. ANYTHING can be researched. Something you have no data on, you can Google. If even Google can't find much on it, you either have a language barrier (the "opportunity" started as something in a different country, like China), or it's so new there is nothing on it (who? what? WTF?). NEITHER of which you should touch, no matter how much it had been talked up.

Most likely, the opportunity involves selling something you don't understand, but think you do... Amber, Bitcoin, other cryptocurrency, and so on. As you have no information to judge, you will tend to rely on the PR copy, and that's when you run into problems, as PR copies do not have to be the truth or the whole truth.

MLM Basics: Just What is Deductible in MLM, and what is NOT?

One of the "advantages" of opening your own business, MLM proponents touted, was that you can deduct a lot expenses as cost of doing business. But can you really?

In terms related to MLM, can you deduct the trips (tickets, hotels, travel expenses, etc.) to attend meetings all over the country?

Under rules in the Federal Tax Code, Section 162 provides that a taxpayer who is carrying on a trade or business may deduct ordinary and necessary expenses incurred in connection with the operation of the business.  The taxpayer has the burden of proving entitlement to a business expense deduction. The deductibility of their MLM expenses depended on whether their activity was engaged in for profit.

To determine whether an activity is engaged in for profit, Section 183 provides a list of factors for the court to consider: (1) The manner in which the taxpayer carried on the activity; (2) the expertise of the taxpayer or his advisers; (3) the time and effort expended by the taxpayer in carrying on the activity; (4) the expectation that the assets used in the activity may appreciate in value; (5) the success of the taxpayer in carrying on other similar or dissimilar activities; (6) the taxpayer's history of income or losses with respect to the activity; (7) the amount of occasional profits, if any, which are earned; (8) the financial status of the taxpayer; and (9) elements of personal pleasure or recreation.

This brings us to the case of the Olletts in 2004. They joined Amway in 1996. They kept their day jobs and made about $100K in 1999 and 2000 respectively, and claimed Amway expenses of $17500 in 1999 and $23000 in 2000, both year with losses (-1450 in 1999 and -3235 in 2000). IRS denied their deductions and it went into tax court, where they were ruled against (i.e. deductions are disallowed) in 2004. Do you know why? The hints are listed above, but let's be specific...

Scam Tactics: Two-face... being very different things to different people

One of the most memorable villains to Batman is Two-face, formerly district attorney Harvey Dent. After a severe injury that left him scarred on half of his face, he developed full blown schizophrenia: two completely personalities depending on which side is talking to you.

And guess what company is acting like Two-Face? Herbalife. To lawmakers, it's presenting itself as a company that's changing lives, and it's FLYING IN members from across the country to show them off in Washington D.C. to, quote, "talk about the benefits of Herbalife's science-based nutrition products. Members will also be sharing their own experiences and the income-generating opportunities available to Herbalife members through hard-work and dedication", as per Herbalife's own press release.

Why are a bunch of distributors talking "science-based nutrition", not scientists and nutritionists?

Furthermore, why are these 12 members talking about "income-generating opportunities available to Herbalife members" when Herbalife itself stated that 73% of members did NOT join Herbalife for income as a primary reason? Are 9 of these 12 NOT going to talk about the opportunities, as Herbalife itself claimed?

Herbalife rebuttal slide, page 91, circa 2014

Of course not. Herbalife flew these 12 in because they are bright-eyed and bushy-tailed enthusiastic distributors (sheeple?) properly trained in Herbalife's alternate reality. They may be telling the truth as they know it, but it's not "the" truth, and they sure do NOT represent the rank and file as Herbalife want Congress to believe.

In the meanwhile, Herbalife is hiring as many high-level government people as it can, as well as lobbyists. But that's not the other face. The other face is the Herbalife convention in St. Louis.

Scam Psychology: Know Just Enough to be Dangerous (to yourself and others)

Do you know just enough to be dangerous? You don't think so?

You are probably wrong, as scientists have LONG documented "Dunning-Kruger Effect". Basically, for a given skill, incompetent people will

• fail to recognize their own lack of skill
• fail to recognize genuine skill in others
• fail to recognize extremity of their inadequacy

Basically, you are so incompetent, you don't even recognize that you ARE incompetent. It's be like a person born and grew up near-sighted, that he thinks the world really is slightly blurry, and didn't even realize he needed glasses. 

This is related to, but is not the same as overconfidence effect, in that a person always thinks his confidence in his or her judgments is greater than the ACCURACY of those judgments. This is especially true when the confidence is high. People who were 100% sure of their answer in a certain test that turned out to be only 80% right are guilty of such overconfidence.

This is very common in scams, where the victims were recruited to be a co-conspirator, (i.e. to also recruit, for pyramid and Ponzi schemes, and/or to act as "anecdote witnesses", promoters, and so on), where the victim, overconfident in his or her skills to spot a scam (often armed with such myths as "we have a product, thus we can't be a pyramid scheme", or "I got paid, thus it can't be a scam"), failed to even realize s/he is not competent to even recognize his/her incompetence and failed to recognize proper advice from others.

The scammers are experts in making you believe you made the right decision(s) all along by give you the mushroom treatment, through "learned optimism", except they do it through lie and deceit.

Scam Tactic: Redefine Common Words / Doublespeak

The term doublespeak was introduced to the world by George Orwell's book "Nineteen Eighty-Four", where it was defined as "using language to introduce ambiguity and confusion to block out facts and aims that does not fit in the program." (slightly paraphrased)  It is no surprise that it is among the arsenal of the scammers.

One such example of doublespeak is the appropriation of the term "sharing" to mean promoting / selling, and "selling" as buying.

According to the Vemma promotional material updated in late 2013, members are no longer representing the brand as "brand ambassadors". Members are instead, "affiliates" in affiliate marketing where member affiliates refer customers to the company, and earn some commission for sales they brought in. And affiliates are encouraged to buy some products as "some to enjoy and some to share". There are special bonuses for those who buy large starter packs.  The following screencap is how it was explained on most Vemma affiliate sites:

Screen cap from a Vemma "affiliate" website explaining what you need to do to get paid: BUY STUFF FIRST!

Did you see the problem yet?

HINT: Your upline (who recruited you) gets commission for the stuff YOU buy, both the starter pack, and the monthly autoship.

Let that sink in for a moment.

Scam Absurdities: Stupid Meme passed on by MAPS idiots

Recently I came across this really really really stupid meme posted by a "Lloyd Dotson"

There are (at least) 3 things that were VERY VERY wrong with this meme. Did you spot them yet?

When you think you did, continue.

How Much Is a Scam Like a Cult: 2015 Edition

Previously MLMSkeptic have discussed the similarities between a cult of believers (about a common theme) and a large scale scam such as a pyramid or a Ponzi scheme (and in certain cases, multi-level marketing).

The Outcast (1954 film) (Photo credit: Wikipedia)

A new article on ScienceBasedMedicine.org brought an alternative viewpoint... on how believers of a scam act much like believers of  various alternative medicine modalities. And it is a report on an WIRED article called "An Alternative-medicine Believer's Journey Back to Science", where a doctor (MD and PhD) and wife and two autistic boys fell for the "autism biomed" industry where members tell each other about treatments that nobody had proven to work, but "try it any way", many even promoted by other doctors. After years of such, and a lapse while in Disneyland, they found that none of what they did actually had ANY effect, and the boys actually IMPROVED when they were removed from the supplement regimen, or at least did no worse. After further tests over months and years, he publicly renounced his involvement in the autism biomed movement and denounced unproven treatments and such. As a result, he'd been branded an apostate and had received death threats.

An apostate is someone who had examined the beliefs in detail, even followed those beliefs for a time, then had an epiphany and chose to REJECT the belief instead. As a result, he's now considered an outcast.

There are many apostates among network marketing. Indeed, due to the amount of churn rate, it can be argued that there are many more apostates than believes in Network marketing. According to Robert L. FitzPatrick of PyramidSchemeAlert.org, of the 10 million people that had estimated to have joined Amway since its founding, 9.3 million had been "churned" through and quit. Thus, the alleged apostates should vastly outnumber the believers. (9.3 million vs. 700K)

However, the similarity between network marketing a cult (or religion) is how they treat the apostates: very badly.

Scam Basics: When you're beyond "not right", but into "not even wrong"

Why do victims of a scam never seem to listen to reason, before, during, and even AFTER the scam?The problem is, at least partly, due to lack of skeptical mindset.

"It is impossible for a man to learn what he thinks he already knows."
-- Epictetus, Greek Philosopher (55-135 AD)

If a victim already believes he knows all that he needed to know about a company or the product (usually by listening to some PR copy, and/or attended some cheerleading meetings), he will not do any further investigations, and will discount or ignore what other people tell him about the company or the product, esp if he already put money in or worked on promoting it ( also see IKEA effect)

Unfortunately, the demand for "MLM confidence" has produced a TON of so-called "internet marketers" that refused to understand they don't know ANYTHING about what they claimed to be doing. As a result, they believe blindly the bad info they have learned (or been taught), and attempt to deny reality with it. That, is dangerous behavior.

Here's one example... A gentleman by the name of "David Cant", who claimed to be internet marketer out of Australia.

First a little background info.  Mr. Cant created that website of his because he had a scheme that sells virtual units to alleged estores and you get paid if other people also buy into these virtual estores. It was reviewed as a pyramid / ponzi scheme. Mr. Cant was not pleased with the review and created the "counter" website (from which the above screenshot was taken).

This was what he wrote on his counter website about what was his definition of pyramid and ponzi scheme. Yes, I emphasize, this was *his* definition. Any red markups are mine.

Which has absolutely NO correlation to the actual laws of Australia on "pyramid selling schemes". Cant's definition basically picked and chose bits and pieces of Wikipedia along with a lot of wishful thinking ("there isn't any get rick quick schemes", yeah right) and some outright denial ("I don't agree with the definition"). As a result, the claims on his website bears NO resemblance to reality, such as actual laws and legal definitions.

In other words, Mr. Can't thinks he knows what pyramid schemes and ponzi schemes are, but he actually has absolutely NO IDEA. It's basically an incoherent rant by someone denying reality. Which is quite amusing since he claimed he used to work sysadmin at the Aussie Supreme Court Library in his LinkedIn Profile.  Yes, I checked. It's the SAME GUY. He's right next to tome of legal information that had he bothered to look up he'd have FOUND the actual definitions. Instead, he created this website to deny reality.

As the saying goes... "your position is not only not right, it's not even wrong."

MLM Basics: The Truth Behind "MLM Confidence"... When Being Confident Is Actually Stupid, not Smart

It seems that MLM / NM placed a LOT of emphasis on "confidence". If you search for "mlm confidence" you will get 441000 results (as of post date)

But what does this really mean? The first link, from which I quote:

If you lack confidence it doesn't matter how much studying you do you won't be able to grow your business... The key to creating rock solid confidence is to develop your beliefs. 

So what are the "beliefs" that this author advocates?

• Trust MLM industry (by reading Robert "Rich Dad" Kiyosaki)
• Trust Your Company (by looking for the upside)
• Trust Your Products (by consuming them yourself)
• Trust Yourself (by telling yourself "I am the best")

While I'm reasonably certain the author meant well, and these tips may have helped him, none of the nuances in his advice were discussed. And there are indeed a LOT of info that the author had not presented about how to develop this positivity.

Basically, all this confidence build tips means throwing "due diligence" out the window.

And that's very stupid.

Let's find out why.

MLM History: DSA Killed a Bill in 2010 That Would Have Saved MLM

Network Marketing is in an identity crisis, and it had been for decades.

At the beginning MLM was really about selling stuff. It is in the past 3 decades that MLM had morphed into an industry no longer cares about retail. And their industry organization, Direct Selling Association (DSA) does not even bear the MLM or NM name.

(Frankly, DSA had existed LONG before existence of MLM, and was basically "taken over" by MLM companies. But that's a different story for another time. )

Previously I've addressed how DSA managed to condemn FHTM in 2012, a pyramid scheme, mainly by dissociating itself far from FHTM and claimed FHTM was denied membership 3 years in a row. My conclusion then is DSA is not making any efforts to clarify the differences between its members and a pyramid scheme, and it may not like how FTC will shape the industry in the future.

I've also addressed that DSA has basically ignored the existence of product-based pyramid scheme, and this action is clearly deliberate, because it needed to defend Herbalife in 2013 amidst Bill Ackman's long and epic short. DSA should instead lead the effort to stamp out product-based pyramid schemes and lead its members to strive for retail volume. But it won't.

Later, I discovered a DSA position paper where it basically denied the existence of legal precedents (i.e. just ignore it) and everybody can self-consume to their own riches. That, I predicted, will lead to the eventual destruction of MLM itself, if not by Ackman, then by the government.

But what surprised even me was the DSA's reluctance to even nail down the definition of "customer"... and how they killed a legislative bill in Tennessee back in 2009/2010 that attempted to separate a legitimate MLM from a product-based pyramid scheme. It wasn't launched by a "crusader" who's out to kill MLM. It was launched by a MLM insider.

And it went down in flames, killed by DSA lobbyists.

Is "Wake Up Now" heading for eternal slumber?

After that "This American Life" expose on Wake Up Now, it seems there's an internal revolt going on, and the company had ground to a halt, if you believe the postings from various WUN affiliates. Highlights include:

• Eric "Seemore Green" Turner claimed WUN owe him $300K and he hadn't been paid since August 2014.  (You'll recall Eric was heavily mentioned in the TAL episode)
• Another affiliate, Logan Shippy, uploaded an video claiming the company had "let you guys down", "burned so much trust with so many people", and he's not going down with the ship. 

Previous reports stated that WUN had lost 8 million in 2012 and 2013. 

Bad Argument: Distributors can't lose money if they enjoy the product (WTF?!)

One of the contentious issues between MLM proponents and critics is the definition of a "customer" vs. a "distributor".

Logically, the differences are crystal clear:

Customer spends money, buys stuff (from distributors).

Distributor earns money, sells stuff (to customers).

However, in the MLM world, things are never so clear. And one of the arguments proponents often use is "if the distributor enjoys the product for internal consumption, they could not be considered having suffered financial loss".

Or as someone argued on reddit /r/vemma...

Because even those "poor souls" who join the business but don't earn commissions still aren't losing money, just like when you buy anything else in life that you ultimately consume or use you don't think of it as losing money. 

This is bogus logic. Can you imagine a bar owner drank all his own stock of liquor, and need to close the bar, and then tell himself, "I didn't really lose money because I got drunk"?

There's another reason though... consuming the stock prevents distributor from getting a refund.

MLM Mythbusting: Is MLM really a growth industry? (The Numbers May Surprise You)

When you listen to MLMers / Network Marketers, you're often told that MLM is the big thing, it's "experiencing record growth", it's "amassing fortunes for millions of people each year", it's "#1 millionaire producing industry", big companies are going MLM, and so on and so forth. They'll dazzle you with numbers such as

• Every week 150000 people join network marketing around the world (but how many quit?)
• Worldwide sales of MLM is estimated to be 90 billion (still less than 1% of world economy)
• DSA estimates 200 million new distributors in next 10 years (again, how many quit?)

Is MLM actually growing that much, when compared to other industries? Let's look a little closer. 

Is MLM the "next big thing"?

Claims have been made since the 1990's that MLM is the next big thing.  Back in 1990, Richard Poe wrote in Success magazine that network marketing is "the most powerful way to reach consumers in the 90s". He also wrote a few books, specifically, Wave 4.  This quote was reproduced ad infinitum by various MLMers trying to legitimize their own little niche. You can see this example where the author changed it to "21st century economy".

Basically, they've been saying it for THREE DECADES (going into FOURTH) and it STILL haven't come true. 

Those claims had not come true. Internet soon surpassed network marketing as the way to reach consumers, with online shopping, and ready access to review sites, peer reviews, and more. E-Commerce is a 289 BILLION dollar industry in 2012. For comparison, direct sales and network marketing is a 31.6 Billion industry in 2012, as per DSA. (see below)

One more point of comparison... Total US retail for 2012 is $4.9 TRILLION.  That makes direct sales 0.64% of stuff sold. It's a niche market, and it's not growing much, and hadn't done so for decades. 

Is MLM "experiencing record growth"? 

A lot of places repeat big words like "record growth"... 

The problem is... relative to what? DSA itself reports that sales has been down since 2006 and only just recovered in 2013 or 2014 (not counting inflation). See for yourself (all graphs courtesy of DSA.org):

1991 to 2000

2000 to 2008

2008 to 2012 (latest data from DSA)

So "record growth"... In relation to what, exactly?  It's now 2014 and they probably did break their old 2006 record... but that just means they are not as recession proof as they claimed to be... 

Also, is 31 billion a lot? Again, in relation to what?  Franchising is a 740 billion industry as of 2011, according to a PricewaterhouseCoopers analysis. And franchising started at about the same time as network marketing.  In fact, franchising may have success rate of up to 95% (the stats are old, per 1991, and no new data had been compiled since)

"Record growth" statement is meaningless. 

MLM Basics: Is MLM considered entrepreneurship?

A recent discussion regarding a certain suspect MLM already fined in Europe for pyramid selling brought up an interesting point of discussion... Is participation in MLM considered entrepreneurship?

But first, what exactly is entrepreneurship?

BusinessDictionary.com defined it as "The capacity and willingness to develop, organize and manage a business venture along with any of its risks in order to make a profit."

From the surface, it does appear that participating in network marketing could be considered a business venture, but again, we have to look a little deeper: is becoming an IBO / affiliate a "business venture"?

Same place defined "business venture" as "Start-up entity developed with the intent of profiting financially. A business venture may also be considered a small business."

Ah, here lies the problem.

Most network marketing company deal with you as a hybrid... You're not a business (so it's not a business to business) but you're NOT an employee either. You are an "independent contractor". Here, for example, is Amway's agreement on this specific topic:

3. Independent Contractor Status. You agree this authorization does not make you an employee, agent, or legal representative of Amway, your sponsoring IBO, or any other IBO. As a self-employed independent contractor, you will be operating your own independent business, buying and selling products and services available through and by Amway on your own account. You have complete freedom in determining the number of hours that you will devote to your business, and you have the sole discretion of scheduling such hours. Amway will not provide you with a place of business, and if you desire a place of business other than your own residence, you will be responsible for procuring, furnishing, and paying the rental for such place of business. As a self-employed independent contractor, you are responsible for complying with any provincial licensing requirements and Municipal Zoning and Business Licensing By-Laws. With respect to services performed by you under your IBO Contract, you will not be treated as an employee for federal or provincial tax purposes, and you will be responsible for
payment of any self-employment and other income taxes. 

Well, Amway certain wants you to think you own an "independent business". In fact, they refer to all of their distributors as "IBOs"... Independent Business Owners. And you are REQUIRED to print that on your business card.

So what's the problem? The problem is in the PROFIT motive. Being an entrepreneur means you intend to profit.

Yet for a MAJORITY of participants in network marketing, apparently profit is NOT a motive.

You're probably going, WHAT?!  Let me give you examples: