Hubbard got into it for the money and got lost when his cult of personality got to his head. He was a twat and a con man but I have no doubt that by the end, any nagging doubts he had were lost in the flood of adoration poured upon him.
You know that buzz forum moderators get when they have absolute power over their space? Note, not talking about you here Kendra :p Hubbard had that with a hundred thousand people. That's got to go to your head, especially since he had no systems of self restraint like most leaders do.