Anyone who has followed the history of new religious movements in the United States and elsewhere knows that, since the 1970s, the word "cult" is one four-letter word newspapers have often been loath to apply to controversial groups.

That wasn't the case before and after the 1978 Jonestown massacre, when newspapers saw cults under almost every rock.

But now, there's a great reticence at using this particular four-letter word in many news organizations. What, however, can a newspaper do when a group really and truly has the markings of a, well, cult, at the level of sociology and human behavior? Do you use the word or bury it?

For an answer, consider this front-page story from The New York Times, which reports on what can easily be considered a psycho-spiritual group, called NXIVM (pronounced neks-ee-um). In some cases, this organization literally leaves its mark on adherents, according to the story, headlined "Inside a Secretive Group Where Women Are Branded."

Read this longish excerpt to understand the scene being set:

ALBANY -- Last March, five women gathered in a home near here to enter a secret sisterhood they were told was created to empower women.

To gain admission, they were required to give their recruiter -- or “master,” as she was called -- naked photographs or other compromising material and were warned that such “collateral” might be publicly released if the group’s existence were disclosed.

The women, in their 30s and 40s, belonged to a self-help organization called Nxivm, which is based in Albany and has chapters across the country, Canada and Mexico.

Sarah Edmondson, one of the participants, said she had been told she would get a small tattoo as part of the initiation. But she was not prepared for what came next.

Each woman was told to undress and lie on a massage table, while three others restrained her legs and shoulders. According to one of them, their “master,” a top Nxivm official named Lauren Salzman, instructed them to say: “Master, please brand me, it would be an honor.”