I think they were a toxic mix, and both culpable. She was far more alpha and he had that humbly following the voices in my head mentality (at least publicly).
I think Chad was a man who felt very powerless in life, and reveled in the attention/ control he had over his "faithful flock" A narcissist who got in over his head... While internally being a weak spineless man... I don't think he believed all the crap he toted at all, but I think he was good at using it to manipulate those who did. And loved the power/ attention it gave him.
Lori was also a narcissist, but a completely different type, she had more of an entitled vain, outlook. Whatever she perceived as a threat to what SHE wanted must go, and she justified it with the label of evil or Demon. Limited emotional responses, classic APD in my opinion.
I honestly don't think either truly believed the crap they were selling, but it was convenient, and they preyed on those who did. MG even stated that she didn't believe Lori 100% believed the Revelation, but really "wanted" too...
It boils down to what every criminal motivation seems to.... The very human concepts of Greed, lust and sociopathy.
JMO, MOO.