Is it really helpful to define the word "religion" that broadly, though? I don't know about Facebook, but when's the last time Tyson or Sagan threatened you with exile to either hell or Siberia for asking too many questions?
It's painfully obvious that personality cults are religious in nature -- see my other post ( http://news.ycombinator.com/item?id=4513391 ). But I don't see the same unquestioning adoration being offered to NGT, CS, or Mark Zuckerberg, at least not post-IPO. :)