Sunk-cost fallacy doesn't just apply to money - it can apply to emotional investment as well. A lot of people invested themselves emotionally in Trump and instead of cutting loose, they'll continue to dig in and detach themselves from reality. Admitting you were wrong/conned is a difficult thing for most people.
Anyways, the cult thing isn't anything new. Remember this from the Bush era?
https://www.youtube.com/watch?v=fxdt_f0hwUg
Yeah....while the Trump cult seems bad...the Bush cult in its heyday 2002-2005 was worse.
I dunno... maybe..
Before right wing cultists were comparing Trump to Reagan....they were doing the same with Bush Jr. back in thr day:
This right wing cult had a hard on for Dubya...chucked him aside and went back to having a hard on for Reagan and now they're having a hard on for Trump.