HOA president was not on the list of titles Lana Martin ever planned to hold, but it's one that's befallen her.

Martin bought a townhouse in a 13-unit complex in Los Angeles in 2022. She quickly realized that the leaders of her homeowners association were ignoring a number of unaddressed issues, including a leaky decades-old roof that was flooding her neighbors' living rooms. Martin, who works for the California state government, decided to join her complex's three-person board to help out.

As the saying goes, no good deed goes unpunished.

The other two board members aren't very involved, so "everything falls on me," Martin says. She handles vendor calls, fields resident complaints, and babysits a low-budget property manager. Residents raised hell about the roof replacement project — they didn't want to stomach the roughly $160,000 cost that meant a painful $13,000 assessment for each unit. Some of them accused the HOA board and management company of acting illegally and threatened to lawyer up. Martin has had to block some of her neighbors' phone numbers.

"They wanted to second guess everything, Monday-morning quarterback everything, rather than just become involved," Martin says.

The reluctance to participate is understandable. It's also part of what's left Martin holding the bag.

HOAs are easy to hate. They are private mini-governments made up of non-expert volunteers who happen to live in proximity with one another. Across the country, millions of Americans have bought into condos, co-ops, and subdivisions governed by these associations, tethering their largest financial asset to an amateur bureaucracy. Most HOA stories are told from the outside looking in: a beleaguered resident hit with a ridiculous fine over a rogue garden hose or an overgrown lawn. Talk to the people who've ventured into the belly of the beast, and the picture gets gnarlier: You give up a ton of time, don't get paid, and everybody's always a bit mad at you.

And yet, HOA setups are growing. There were 373,000 community associations in the US in 2025, covering 29.6 million housing units and 78.1 million residents. By comparison, there were 222,500 in 2000. These entities collected $124.2 billion in assessments last year — about 1.5 times New York City's total tax revenue for the same year. You can see why things get so heated, and not just about money.

"HOAs are the ultimate pressure cooker environment for human interactions," says A.J. Steigman, a Florida real estate investor who currently sits on two boards. "You can cure cancer, you can pave the place in gold, you can even lower the HOA fees, and yet you're still going to have some elderly couple constantly complain about their flower patch."

Why would anyone in their right mind raise their hand for this?

HOAs typically attract two distinct archetypes, says Evan McKenzie, a political science professor at the University of Illinois Chicago and author of "Privatopia: Homeowner Associations and the Rise of Residential Private Government." On one side are the reluctant pragmatists — people who step up out of civic duty or sheer self-defense. On the other are what McKenzie calls the "condo commando" types who have some pretty strict ideas about how the people next door ought to live. For them, the board is a badge of domestic authority. Once they wind up in the same room, these groups inevitably clash — or, perhaps even worse, they run up against the paralyzing apathy of everyone else.

The paradox of HOA leadership is that the moment an owner displays basic competence, the rest of the community often abdicates. That's how James, a product designer in LA, landed in his current situation. He asked me to withhold his last name in order to protect his privacy — and keep from ruffling feathers among his neighbors.

HOAs are the ultimate pressure cooker environment for human interactions.

Back in 2021, a couple of people in his complex asked him to help out since he works from home and could keep an eye on things. He officially joined the board in 2023 and now acts as an unwitting customer service desk. Residents email the board about petty issues like intercom numbers and rat spottings. One recent Friday night, someone emailed to report a gas leak. "It's like, you need to call 911," James says.

He can't walk around his residence without risking someone coming up to him to pitch an idea or air a grievance. "You're never really off the clock," he says. He wishes he could quit, but no one else will step up.

Olivia Horbowy's story is one of self-preservation. When she bought an older top-floor condo in LA in 2024, the concept of an HOA was quite foreign to her. There were signs something might be amiss when she informed the building's then-leadership of her renovation plans for her new place — demands for extra documentation, a denied in-unit washer-dryer — but she brushed them off. She is an attorney, after all. But after moving into the space in the spring of 2025, she received notice of $15,200 in surprise accumulated fines related to the remodel. "They were convinced they were above the law and could make any decision they wanted," she says. After some legal back-and-forth, she didn't wind up paying.

As a result of the incident, Horbowy also decided to run for the five-person board herself. Victory wasn't entirely sweet, because of one preexisting board member's reaction. In emails, the aggrieved veteran referred to one member as a "kiss ass minion," accused the board president of taking bribes, and called Horbowy a "Russian whore." (She's Polish.) That member eventually resigned.

What makes HOAs and condo boards different from, for example, a corporate board is the question of interest, explains Nadav Shoked, a law professor at Northwestern. In HOA boards, the directors and the people affected by the decisions are often one and the same — and their neighbors. While they all have a common interest — the property — they often have interests that conflict.

People of a certain age, even though they may not be financially insecure, they worry about, will the money run out in my lifetime?

HOA boards contend with all sorts of fault lines. Older residents on fixed incomes tend to prioritize keeping monthly fees lower, while younger families lean toward upping fees for more amenities and construction projects. In situations where some owners live in their residences and others rent them out, boards wind up with a triangle of interests: Landlords want low costs and easy rental terms, full-time residents prioritize day-to-day quality of life, and renters wade through all of it without having a say.

These disconnects are why routine governance so frequently devolves into absurdity.

Andrew Simkovsky just wanted an investment property when he bought a condo in South Florida in 2024, but he wound up orchestrating a "hostile takeover" of the board amid concerns over their stewardship of said investment. He's since worked to rebuild the condo's finances and reestablish a budget. Still, the one thing that's surprised him is the hullabaloo over pets. The building's original bylaws from the 1970s officially barred them. In the '80s, there was an amendment allowing pets for owners but not renters, but over the decades, both groups had brought them in. The association's attorney advised them that enforcing the pet ban for tenants could be legally problematic, so Simkovsky decided to bring the building into the 21st century by officially allowing dogs and cats of up to 50 pounds for owners and instituting rules around leashes and cleanup that hadn't previously been in place. (Renters are still technically not allowed to have pets, but the board doesn't enforce that.) Purist residents revolted and wanted pets out. "My response to them was, they're already here, should I evict them?" he says.

Alice Young, a retiree in suburban Chicago, says she's fine to serve on her board as long as it doesn't cut into her pickleball time, even though "everything takes so goldarn long to resolve." Among the lengthy items on her agenda are finding a new property management company and convincing a fellow board member to personally confirm a single extension cord has been removed from the basement in order to close out another board member's violation.

The true crisis inside the HOA machine is money. Many boards have kept dues artificially low for decades in order to appease residents and put off pricey updates. Now, aging housing stock is colliding with surging insurance premiums, stricter reserve laws, and tighter safety regulations, and the bill is coming due.

Florida is an especially stark example. It has the second-most community associations of any state, behind only California, with 50,600 such groups covering 4.5 million housing units and 10.9 million residents. Neighbors who live under Florida HOAs kick in over $20 billion to their associations annually. A 2023 Florida Senate analysis found that 912,000 of the state's 1.5 million condo units were at least 30 years old. After the 2021 collapse of the Surfside condominiums that left 98 people dead, the state required qualifying buildings to undergo "milestone" structural inspections after a certain age and changed the rules so owners can't simply vote to underfund reserves for major structural repairs. In 2024, Redfin found double-digit annual increases in condo dues in Tampa, Orlando, Fort Lauderdale, and West Palm Beach.

This creates a brutal fiduciary burden. When Paul Vesely joined the board for his Florida second-home condo in 2009, the complex's on-site managers warned him against commissioning an engineering inspection, because "they might find something." The association has since taken out over $2 million in loans to pay for various updates and renovations, which translates to thousands of dollars a year for each unit. One owner, who has cancer, is currently delinquent on her payments, and the board will send her to collections if she doesn't pay. "As badly as we may feel about a certain individual, we have to be consistent," he says.

Not everyone shares the same economic clock. Bill Masterson recalls attending a condo meeting in Chicago years ago in which an elderly man pushed back against a $225,000 assessment to put in a parking lot. "Why can't you wait until I die?" the man asked. The board went ahead anyway, and the man lived for another several years. "People of a certain age, even though they may not be financially insecure, they worry about, will the money run out in my lifetime?" he says.

Masterson swore off condo boards when he moved from Chicago to Florida in 2016 and then signed right back up. He admits he's a stickler for the rules, but he's also aware of how silly disputes can break down relationships. One of his neighbors doesn't speak to him because of a long-past disagreement over a speed bump.

"That's OK, because the work gets done," he says. "You never know in a given moment what pressure people are under."

Lana Martin, back in LA, says contending with everything has been a "wild ride." She spoke to me the day roof construction on her complex had finally begun. She's relieved, but there's more work to be done. Next up: writing up a towing policy. "People won't voluntarily just agree, 'Oh yeah, I shouldn't block driveways,'" she says.

Emily Stewart is a senior correspondent at Business Insider, writing about business and the economy.

The maker of miracles may no longer be God, but it does rhyme with him. 

Anthropic, creator of Claude, filed its S-1 paperwork on Monday in preparation for a gargantuan initial public offering. The document runs over 300 pages and spans more than 240,000 words, some 50,000 more than the New Testament. It asks potential investors to prioritize mission over money: "Mission" appears 79 times, while "money" — the thing an S-1 is filed to generate, in this case, a bajillion dollars worth — a mere 17.

The company professes it could "bend the arc of geopolitical history toward freedom"; it could grow economies everywhere, including "the poorer parts of the world"; it could cure "diseases that have plagued humanity for millennia." Page 4 of the S-1 is not dissimilar from Jesus in Matthew 11: "The blind receive their sight, and the lame walk, the lepers are cleansed, and the deaf hear, the dead are raised up, and the poor have the gospel preached to them."

Anthropic aims to "bring forth an age of miracles," it writes, and the investors who buy in should be true believers. Because in the wrong hands, as you'll see if you turn your missals to page 46, AI can be built in ways that pose "catastrophic or existential risks to humanity."

While S-1s are definitionally visions of the future and full of hype, most are drab financial documents, eye-popping for their prospective profits more than their prose. But Anthropic didn't just open up its book; it wrote its own Good Book, a Bible-like statement of good and evil that joins a growing canon of the company's sacred texts. If you were to stumble onto any random page of this S-1, you'd be forgiven for thinking you were reading not a perfunctory government filing but the scripture of a doomsday religion.

Anthropic has long dodged allegations of fomenting a new, questionable faith. Headlines and takes on Anthropic's cultishness abound: "The Cult of Anthropic" (The Information), "Anthropic is a Cult and Claude is rapidly becoming its God" (The New York Post), "Has a cult ever started a company as successful as Anthropic?" (Peter "Beware the Antichrist" Thiel). Critics point to the employees' extinction predictions — p(doom) is not too far from p(rapture) — and ties to the effective altruism movement. It doesn't help that Dario Amodei was reportedly a Y2K prepper in high school. Anthropic has welcomed the reputation in other ways, inviting religious leaders to oversee the construction of Claude's rules.

In its S-1, Anthropic asks investors to take an actual leap of faith.

Let's play: Is that an Anthropic core value or one of God's 10 commandments?

Anthropic asks its employees to act for the "global good," be "helpful, honest, and harmless," and "hold light and shade." They shall have no other gods — as in, "put the mission first." And, just as followers must sublimate themselves to praise God, Anthropic employees must be "low-ego." The S-1 says it at least nine times.

To understand Anthropic, you'll need to understand 42 ornate terms. The S-1's glossary is sprawling, including neologisms for virtuous acts ("closing the loop") and evil deeds ("prompt injection"). Then there's "Constitutional AI," a type of large language model that is trained with goodness in mind. The SEC's "Plain English Handbook" implores companies to use "concrete, everyday words" and to avoid "relying on glossaries and defined terms." But can you truly be AGI-pilled if you don't speak of "interleaved thinking," "mechanistic interpretability," or "multi-agent orchestration"?

You use language like this because we need to be — and I say we as in society — true believers that this is going to work.James Bort

It's exceedingly hard to get a job at Anthropic, and not just because of the massive pool of cash-eyed engineers seeking IPO windfalls. The company has an intensive interview process, one it name-checks in the S-1. It looks for honesty, trust, and (you guessed it) a low ego. "We are willing to turn down candidates who don't demonstrate them, even if they are extremely strong technically," the S-1 reads. They must, in other words, be devotees through and through.

Accepted engineers become "Ants." Most tech companies have a name for their employees: Googlers, Metamates, Amazonians, Nvidians, Palantirians. Anthropic's moniker evokes the image of a collective, company as colony. In Proverbs 6:6, ants are considered diligent and prepared. Staffers may yell its teachings at their OpenAI foes: "Go to the ant, you sluggard; consider its ways and be wise!"

CEO Dario Amodei — Amodeity — leads the ants' march, along with his six apostles. These cofounders pull equal cash salaries and are "distinctly equipped to be stewards of our mission," the S-1 says. And, while the company opens itself to a broader group of believers through its forthcoming IPO, the divine cofounders will retain majority decision-making power.

Anthropic has its own form of tithing: The cofounders all made voluntary pledges of 80% of their personal equity to philanthropy. They incentivize their employees to do the same, promising to match donations.

Cult is an overused word, and many parts of Anthropic are far from cultish. Where cults are led by a liturgical leviathan that squashes the speech of their participants, Anthropic touts its culture of open dialogue. "Our teams operate in a truth-seeking environment where the best argument wins, not the loudest voice or the most senior title," the S-1 reads.

Americans' faith in the presidency, Congress, the Supreme Court, the military, the police, higher education, public education, news media, the medical system, and traditional organized religion are each at record- or near-record lows — and just as AI has brought on tremendous economic and social uncertainty. In that cauldron of doubt, tech founders — with their world-historic money, power, and ubiquity, and in their pursuit of it — sense an opportunity, to offer promise and purpose. As Sam Altman once said, "The most successful founders do not set out to create companies. They are on a mission to create something closer to a religion." They may also be trying to build devotion out of necessity, as the economy and stock market increasingly relies on AI gains.

"If these companies fail, what happens?" asked James Bort, an assistant professor of entrepreneurship at DePaul University, and coauthor of a recent research paper on "cultic startups." "You use language like this because we need to be — and I say we as in society — true believers that this is going to work."

Anthropic didn't respond to my request to know more about how it wrote the S-1. So, we asked Claude: If the S-1 is a confession of faith, what are you? I am its product, Claude said. "The word made flesh, or at least made weights."

Writing villains is supposed to be hard. No grand, world-dominating plan ever really makes sense in a story. Soon after "The Dark Knight" came out, David Goyer, its writer, told me the Joker had been a real relief. "Blessedly, because of who the Joker is, we just said, 'fuck the plan. We don't have to do it. He's the Joker. He's the anti-plan,'" Goyer said. "Trying to take over the world is such an impossible, stupid idea — as if anyone could do it with a single act, you know?"

Yet now very real people seem to try just that, on the regular. Except if you believe Hollywood, they're not insane clowns. They're billionaire tech bros. It's starting to seem like every movie and TV bad guy is a douchebag who got rich making stuff that works on your phone. Mark Zuckerberg in "The Social Reckoning," Elon Musk in "Musk," Elizabeth Holmes in "You Can See Everything," Sam Altman in the upcoming "Artificial," Sam Bankman-Fried in "The Altruists." In these stories, at varying levels of fictionality, the evil villains' megalomaniacal plans mostly make sense. Some of them even got away with it. America is eagerly consuming stories about them. "You Can See Everything" grossed $15 million on opening in just 855 theaters, twice what its producers expected.

The more interesting question is why these founders are our demons, all of a sudden. Chalk it up to the reality of the "techlash," the society-wide revulsion to Big Tech's ubiquity and power. But if you really want to understand the extent to which everyone thinks Silicon Valley is so uncanny these days, you should be watching a CBS legal procedural called "Cupertino." It's a sharp look at tech and its discontents — but more than that, it clarifies how widely the techlash is spreading.

"Cupertino" comes from the TV-making couple Michelle and Robert King, best known for the "The Good Wife" and "The Good Fight." In their new show, a slick lawyer played by Mike Colter gets iced out of the tech company he cofounded at the same time as a more junior attorney also gets ousted. The two join their wrongful-termination lawsuits against the company, eke out a big settlement, and start a firm to represent "little guys" against Silicon Valley giants. In one plotline, a drone maker tries to blame a mid-level coder for one of its bots falling out of formation during a show and killing a man — it turns out the company had changed batteries to accommodate a prospective military contract. In another, a mysterious whistleblower client asks for help to force an Anthropic-like company to put guardrails around its most powerful AI. Then the whistleblower claims to in fact be the AI.

It's all in good fun. The actors are beautiful. They banter well. Colter wears the hell out of a suit. Busy Philipps plays a Mackenzie Scott-like benefactor of the new law firm — if Scott used her incredible wealth to become a hardcore partier.

A CBS show like "Cupertino" picks bad guys that millions of people can easily recognize as deserving of comeuppance. It picked the overlords of Silicon Valley.

But thematically, there's depth. That Colter is the only Black person for miles does not go unremarked. His new partner Olivia Siffre (pronounced "cypher"), played by Rachel Keller, is a devout, cross-wearing conservative from the Midwest, an alumna of Liberty University. Their closest allies don't come from the ranks of coders, marketing, or venture capital but are instead service workers, tradespeople, and the waitstaff from a nearby TGI Fridays. (Alas, a fiction — there are no TGI Fridayses in the Valley.)

So see that class rage for what it is. The fantasy here is that the middle-American proletariat gets to stick it to bespoke-suited, arrogant C-level types and unkempt, geniuser-than-thou sex pests. Because for the last few years, those people have had all the power. "They always have a friendly audience, an accommodating interviewer who won't ask them anything controversial. And then they get into territory where the price is much higher," Robert King said in a recent interview. "They reveal who they really are: robotic, inhuman nerds who never got laid in high school and are now kind of crazy with power, self-importance, and a sense of entitlement."

The point is, the "little guys" fighting this good fight seem like they're supposed to be proxies for the viewer. "Cupertino" is a CBS procedural, the genre of shows like "NCIS" and its offspring — things that no one watches, except for 10 million people every week. That's a lot. CBS typically has the largest primetime viewership of any network, and the oldest — like, people in their 70s. It's all well and good for young coastal sophisticates to post about Elizabeth Holmes' inability to grasp the Who's-on-First routine, but "Cupertino" is aimed at America's parents and grandparents. And apparently they are excited to see the people who make their phones portrayed as the wealthy engines of every inconvenience — sources of half a billion dollars to Republicans only, builders of data centers, creators of chatbots that drive kids to death by suicide, purveyors of screens that watch you back. "Cupertino" debuted to rapturous reviews and more than 3 million viewers, beating "Grey's Anatomy" in its time slot.

A show like "Cupertino" is meant to have a low barrier to entry; it picks bad guys that millions of people can easily recognize as deserving of comeuppance. It picked the overlords of Silicon Valley.

Not so long ago it would've seemed preposterous to give a scrawny, socially awkward, brainy little guy the job of Big Bad. They're the assistant, or the butt of a particular kind of joke, like the spectrum-y heroes of the wildly popular "Big Bang Theory" — Klingon-speaking, physics-doing, Green Lantern oath-knowing clods. Still, I can think of examples of "bad guy, subtype: tech nerd" going back to the early days of science fiction. Mad scientists like Dr. Frankenstein or Dr. Jekyll, or various HP Lovecraft antiheroes, probably count. So too might the arrogant cyberneticist in Robert Heinlein's "Waldo."

A rough analog in the mid 20^th century might be the rogue industrialist. After all, James Bond villains have often been tech-bro adjacent. Karl Stromberg in "The Spy Who Loved Me" wants to build independent ocean settlements; he's basically a seasteader. Hugo Drax in "Moonraker" is a eugenics-obsessed CEO who wants to build space stations, which sounds familiar. Max Zorin, played by Christopher Walken in "A View to a Kill," is an "industrialist" and the product of Nazi genetic experiments. But his megalomaniacal plan is to use a California natural disaster to gain a monopoly on silicon computer chips. That's just Jensen Huang on any given Tuesday.

The weirdest new phenomenon here is how personal it all is. Evil technology oligopolies have been representatives of oppressive capitalism in Hollywood for decades — but they were faceless. The anonymity was part of the terror. Think of the company that orders Bruce Dern to destroy the last forest in his spaceship biodome in "Silent Running," the Umbrella Corporation in "Resident Evil," or Cyberdyne Systems, creator of Skynet in the Terminator movies.

More recently, film and television have started identifying not just faceless corporations but specific tech-coded people as their worst-of-the-worst. And not just any people, but people geofenced into Silicon Valley: "Glass Onion," "Don't Look Up," "Ex Machina," "Devs," "Super Pumped" (fictionalized Uber), "WeCrashed" (fictionalized WeWork), "The Playlist" (fictionalized Spotify), and "The Dropout" (fictionalized Theranos), "Mythic Quest" — the list goes on.

Actually, Cyberdyne's a good example of one important way these depictions have changed; in 1984's "The Terminator," Cyberdyne is a Los Angeles-area heavy-industry firm. In 2015, "Terminator Genisys" moved Cyberdyne to a gleaming tech campus explicitly modeled on the headquarters of Oracle. It's an inside joke, though not the ha-ha kind. The movie's producers included Megan and David Ellison, children of Oracle CEO Larry Ellison. David now owns the merged studios of Warner Bros. and Paramount, and he just got a billion-dollar investment from Elon Musk. The new company, Skydance, includes in its holdings … CBS.

Christopher Walken's Bond villain has a megalomaniacal plan is to use a California natural disaster to gain a monopoly on silicon computer chips. That's just Jensen Huang on any given Tuesday.

"A sequence of Hollywood contemporary science-fiction movies identifies Silicon Valley capitalists as a new type of villain," write Northumbria University film studies scholars Joe Street and Russ Hunter in a 2024 paper. These new movies critique tech, they say, using an approach "in the grand tradition of cinematic science fiction touchstones such as the Cold War alien invasion films that allegorized fears of Communism in 1950s America."

In other words, movies about time-travelling killer robots and dead-eyed billionaires aren't so different, after all. Horror is about shared anxieties. Old-school mad scientists posed a threat because they dared to do experiments that contravened the laws of nature; they were evil for love of the game. The Silicon Valley bad guys are worse, because they do it for profit. "When presented with an innovation," Street and Hunter write, "the prime movers in these corporations think not of moral or ethical concerns and crucially not of the material impact of what they are doing — but only of the innovation's potential for financial gain."

Is Hollywood's techlash actually on the rise? The schlemiels of "Silicon Valley" premiered in 2014. I have tech-bro-villain articles in my files going back to 2022 at least. And the business world has always been fodder for stories filtered through the anxieties of the time—what was Ebenezer Scrooge if not a capitalist oppressor?

Mapping the full arc of technology-associated villains would be, in the words of Ted Underwood, "hard to code." Underwood's an English and information science professor at the University of Illinois at Urbana-Champaign, researching ways to identify literary trends across time, in big canons. "In addition to tracing the history of villains, you'd have to think how often these social types appear as heroes," he says. For every Max Zorin there's a Tony Stark. Ethan Hunt's nobody without tech aces Luther and Benji. "Star Trek" doesn't trek without Scotty, or Chief O'Brien. Every movie heist is basically a hack. And let me just say unto you: "MacGyver." "One hypothesis would be that what we're feeling right now with evil tech bro villains is just that the counterbalancing examples have dropped out," Underwood says.

Clearly, though, tech billionaires and their hangers on have actively tried to make themselves into main characters. Some of them seem to think they're the only real consciousnesses in a simulation, a virtual world populated with non-player characters like you and me. At minimum they evince a belief that they possess a greater depth of perception and knowledge. As the architect and tech historian Fred Scharmen once wrote, "for this particular kind of person, wealthy and powerful or not, intelligence comes paired with a certain kind of malignance. The Evil Nerd is sharp, and also mean, their big brains are oriented towards anger and destructiveness." The Thiels, Altmans, Musks, and Karps of the world turn what had been nerdy weakness into nerdy strength. They go on friendly podcasts and show up in pictures taken with presidents. We don't have to imagine them delivering what the screenwriter John Rogers, creator of the anticapitalist TV show "Leverage," calls the Evil Speech of Evil. They monologue at tech conferences! These guys embody their ideologies; l'enterprise, c'est moi.

And what happens if that kind of behavior gets depicted, week in and week out, on a popular legal procedural TV show? Even if that show airs on a network owned by one of those "evil nerds"? Hard to say. Maybe it'll be enough to turn some people into the Joker.

The king of ghosts lives in a haunted $4.3 million dollar mansion in the heart of New Orleans' French quarter. The dozens of paranormal tour guides who lead tourists through the neighborhood are sure to know of him and have an opinion of him. Lance Zaal is the most controversial man in America's booming ghost business, CEO of what competitors have dubbed "The Walmart of Ghost Tours."

Over the past half-decade, Zaal, 42, and his company, US Ghost Adventures, have opened ghost tours in more than 250 cities and towns, employing more than 1,000 guides, according to his company's website. He's also been buying up the country's haunted landmarks like it's the first trip around the Monopoly board — the Lizzie Borden House in Massachusetts, the Villisca Axe Murder House in Iowa, the McInteer Villa in Kansas, and two historic houses in Gettysburg, Pennsylvania. "Lance has said he wants to build an empire, and that's what he's doing," says Diane Student, who hosts the industry podcast History Goes Bump.

USGA also sells ghost detection gear through the brand Ghost Daddy — products with names like the Sinister Speaker, Medusa's Net, and Devil's Marble MK2. An Ultimate Ghost Hunt Kit For Two sells for $629.99. The whole operation has made Zaal wealthy enough to buy the Lalaurie Mansion, his primary residence, which stands on the site of an infamous slaveowner's torture chamber. Previous guests have reported unexplained moaning and groaning inside, along with the sudden, putrid smell of burning flesh, and, according to New Orleans tour guide Catie Santos, passing guides stand on the opposite side of the street because of the house's dark energy. On tours, Santos, who was briefly employed by Zaal as a content creator, also warns her guests "about the real life Marvel supervillain living in that house," she says.

In assembling his dominion of the undead, Zaal has made a host of enemies among the living. I spoke with more than a dozen competitors and insiders in the industry who described him as "vindictive," "predatory," a "bully," and a "hemorrhoid." He has been accused of borrowing content from local tours, ripping off merchandise designs, redirecting negative reviews to competitors, misclassifying workers as contractors, and using names similar to local companies to confuse tourists. The allegations have resulted in a mounting pile of lawsuits against USGA. Zaal, who did not respond to repeated inquiries for this story, has consistently denied any predatory behavior and emphasizes his commitment to historic preservation.

When passing Zaal's mansion, Catie Santos warns tourists of "the real life Marvel supervillain living in that house," she says.

He has gone after his rivals, filing copyright and defamation suits and frequently threatening legal action. "This gang of competitors are the bullies. So desperate to restore their monopolies or do whatever they can to eliminate their competition," USGA wrote in the comments section of "Exposing US Ghost Adventures Corrupt and Unethical Business Practices Part 1," a recent video from the YouTube channel The Paranormal Engineer.

When Walmart surged through the country in the 1980s, it sparked fierce resistance from the mom and pop stores threatened by their expansion. Today, the rise of the Walmart of Ghost Tours has ignited a war in the ghost industry.

In the biography published on his website — which has a slapdash, early-2000s blog design — Zaal describes a hardscrabble childhood in Southern California. After his parents divorced when he was 6, he was often homeless, sometimes sleeping in the family van. He was bullied in school, he writes, and threw himself into little entrepreneurship projects like a lemonade stand, where he bumped his margins by charging extra for a "Lemon Special," which involved adding a Lemonhead candy to the drink. He says his youth was also marked by eerie experiences — mysterious footsteps, doors opening and closing without explanation — that inspired a lifelong fascination with the supernatural. "I've experienced odd things I can't explain," he said in a recent interview with Business Insider.

After 9/11, Zaal enlisted in the Marine Corps at age 17. He completed three tours, including two in Iraq, where he was stationed for a time at President Saddam Hussein's palace. Then he got an MBA at William and Mary, and worked briefly at Booz Allen Hamilton and Mythics Inc., until he was laid off in 2012. He set out on his own, developing a GPS-guided audio ghost tour app called ItourMobile. It was good timing. America was in the midst of a ghost renaissance.

In a 1978 Gallup poll, 11% of Americans said they believed in ghosts. By 2025, that number soared to 39%. Some attribute the trend to a decline in traditional religion, with non-religious people becoming more inclined to seek other supernatural answers to life's big questions. And as paranormal beliefs have risen, there has been an influx of people trying to profit from them. Reality TV shows "Ghost Hunters" and "Ghost Adventures" took off in the 2000s. By 2023, "dark tourism" — which ranges from the sites of atrocities to haunted houses — was valued at $32 billion and projected to reach $39 billion by the decade's end, according to Grand View Research.

Years after US Ghost Adventures took off, an interviewer at Authority Magazine asked Zaal what advice he wished he could give his younger self. "You're on your own," Zaal said, in a quote displayed under a photo of him in a vest, arms crossed, blue-steeling the camera. "You have no friends. The market is God."

Ting Rappa, an EMT and firefighter who runs an Orlando-based ghost tour called American Ghost Adventures met Zaal in 2015, when he was managing a tour called Colonial Ghosts in Williamsburg, Virginia. Zaal approached Rappa after she attended one of his tours with a proposal to team up. "He was a little off," Rappa says. Something about his energy made her apprehensive. "But he was a very intelligent person. I could tell he had a drive." Zaal said he would help finance her company in exchange for a share of the operation. But the deal didn't seem like an even partnership, so she turned him down.

You're on your own. You have no friends. The market is God.Lance Zaal

Three years later, she discovered that Zaal had a new name for his company that resembled hers: US Ghost Adventures. When she tried to trademark American Ghost Adventures years later, the application was denied because Zaal had registered his first. In 2024, she filed a suit asking for the USGA trademark to be cancelled, still working its way through the courts. "There's just no ethics to it," she says of Zaal's expansion. "Competition is good, but play nice. Right now, you're just being a big bully."

In the Authority Magazine story, Zaal was asked how he researches whether someone else has already had one of his ideas, a question that would become more significant as his business continued to grow.

"It's not relevant," Zaal said. "Who cares who else thought of an idea? This is fear at first thinking. What matters is creating a sustainable, strong business. Just because there are others in your market, doesn't mean you can't succeed in it, or even redefine it. What is important is ensuring you don't break the law, whether that be a trademark, patent, or whatever."

A ghost tour is a pretty simple business to set up. Most are walking tours through public spaces that require little overhead. At USGA, guides are generally contractors paid a flat rate of $40 to $50 per tour, plus tips, per its website. With a tour drawing dozens of customers paying $20 to $40 for a ticket, the money can quickly pile up.

USGA wasn't the only company to pursue ghost tours on a national scale — the rival Ghost City Tours operates 60 tours — but it was the most aggressive. During the pandemic in 2020, as other tour companies were shuttering, Zaal expanded to dozens of cities and towns, ready to put guides on the pavement once restrictions were lifted. That year, he unsuccessfully sued to reverse a COVID ban on walking tours in Massachusetts. By 2021, USGA had operations in 33 cities, each under a local name.

One of the first cities targeted was Baltimore, where Melissa Rowell had operated Baltimore Ghost Tours since 2001. Zaal came on her radar when she began receiving phone calls from irate customers. "We are trying to find out where this ghost tour is," one man complained in a voicemail shared with Business Insider. "Nobody's answering the goddamn phone … after we spent almost $100."

The man was looking for Zaal's new local affiliate of USGA, which had begun operating under the name Baltimore Ghosts. Rowell sent Zaal a letter asking him to change the name to something more distinct. Soon after, Rowell says, USGA started using the name Baltimore Ghost Tour in some materials. "Instead of trying to cause less confusion, they seemed to be trying to cause more," she says.

Rowell and Zaal have since been in a cold war, volleying terse emails and cease-and-desist letters. "I understand you actively collaborate with a confederation of other companies to disparage and damage both the company and my personal reputation," Zaal wrote Rowell in 2024. "Let us honor the spirit of Halloween this season and cease this animosity. There's enough customers for all of us."

Rowell denies that she is part of a confederation, but local tour guides have collaborated in dealing with their ascendant rival. There's a private Facebook group where guides across the country share information about USGA. Mike Carter, a tour guide from Annapolis, Maryland, bought the domain name USAghostadventures.com to build a site that urged customers to choose local ghost tours instead of Zaal's outfit. (Zaal got the site taken down and sued Carter for defamation.) Some paranormal companies, like Central New York Ghost Hunters, have rejected partnerships with USGA out of solidarity with local guides.

In Austin, Texas, USGA was sued by the owners of a local Booze and Boos Tour after Zaal opened a Boos And Booze tour. In Savannah, Georgia, the national company Ghost City Tours, which operated a Dead of Night Tour, sued USGA for opening the Savannah Terrors Ultimate Dead of Night Haunted Ghost Tour. In Charlotte, North Carolina, the local Queen City Tours sued Zaal's Queen City Ghosts. USGA generally argues in court papers and public statements that the names are too generic to own. The Austin suit was settled in 2024; the latter two lawsuits are currently making their way through the courts.

USGA was sued by the owners of the Booze and Boos Tour after it opened a Boos And Booze tour; the Dead of Night Tour for opening the Savannah Terrors Ultimate Dead of Night Haunted Ghost Tour; and Queen City Tours for opening Queen City Ghosts.

In one instance, a guide alleges that Zaal uses these similar names to trick tourists into leaving negative reviews on his competitors' tours. Angela Taverniti, who runs Colonial Ghosts of Williamsburg, said a USGA customer, Samantha Butler, accidentally left a negative review on Taverniti's tour. When she pointed out the mixup, Butler pulled up the link she got from USGA asking her to review the tour and tested it. A screen recording Butler shared with Business Insider shows that when she submitted a four-star ranking, she was directed to the Google review page of the USGA tour she took. But when she submitted a two-star rating, she was directed to the Google page for Taverniti's tour. Spooky. Reviews are a big deal for tour operators. "98 percent of our business comes from Google," Taverniti tells me. "It's a game that you have to play constantly. And he knows how to play it."

Other paranormal guides say Zaal borrows the content of the tours along with the names. Laine Johnson, a former park ranger, spent the last decade developing a tour of the supernatural happenings in Durango, Colorado, drawing from firsthand accounts of locals, newspaper archives, and out-of-print books. When a new tour called Durango Ghosts set up shop there in early 2023, Johnson took it to check out the competition. She says she was startled that they followed her exact route and told the same stories, sometimes with the same phrasing.

When she got home and did some research, she formulated a theory of what had happened. During the pandemic, she had uploaded her materials to a site called Junket, which allowed her to host virtual tours. Junket and Durango Ghosts were owned by Lance Zaal. Her content, she's convinced, had been snatched from the Junket website and co-opted by her new competitor.

USGA has meaningfully eaten into her bottom line, she says. "This is a really small town. It's ridiculous that there's now three ghost tours going here," she says.

By 2021, USGA purchased the crown jewel in its collection of haunted property, a three-story Greek Revival House in Fall River, Massachusetts, where Lizzie Borden was accused of axe-murdering her parents in 1892. It's famous for paranormal activity, and Zaal mentioned in an interview shortly after the purchase that he felt as if "someone, or something, was in the room with him," when he spent the night there alone.

This is a really small town. It's ridiculous that there's now three ghost tours going here.Laine Johnson, a ghost tour owner in Durango, Colorado

In 2023, a small cafe called Miss Lizzie's opened nearby, and Zaal sued, arguing that the name and logo — a blood-stained hatchet — infringed on his trademark. "She's a historical figure," cafe owner Joe Pereira counters. "I don't think anyone can own her." It was a strange reversal of the trademark suits that had been filed against him, and local competitors followed the case closely.

The next year, a judge sided with Pereira, saying the logos were substantially different. "Miss Lizzie's hatchet has a handle and smooth axe blade that spews blood," the judge wrote in his decision. "Ghost Adventures' hatchet is bereft of either handle or blood and features a notch halfway along the blade." But the lawsuit, which dragged on for years afterwards, has taken a financial toll on Pereira. Though a judge affirmed the initial ruling this month, Pereira was also ordered to pay $31,207 in legal fees after missing various filing deadlines.

Amid the acrimony, USGA has continued to grow. From 2019 to 2023, Zaal told Entrepreneur Magazine, USGA's revenue increased by 2,600%. To service the expansion, he contracted with writers and creators to develop tours and other content about new cities in the USGA empire.

Some guides, like Sabrina Velandry, a psychic medium who conducts tours for USGA in Salem, have had broadly positive experiences with the company. It's more professionalized than some of the local tours, she says. "It is corporate, but it's just really really well-run and organized." Others have butted heads with management, and two lawsuits have alleged misclassifying workers as independent contractors and failure to pay overtime wages. USGA has denied these claims, and one suit was settled while another is still in the courts.

In 2023, Ronald Murphy, a high school teacher outside of Pittsburgh, began picking up some extra work for USGA as an independent contractor, where he would crank out a new tour for $200, or make $40 for a 300 word blurb on the USGA website. All told, he says, he wrote tours for about 18 cities.

He says he wasn't given time for deep research and didn't like the idea of using content posted by competing local tours, so for a tour about Fort Worth, Texas, he decided to get creative. "I was going to simply make up the ghosts," he says. He thought the local Cowboy Museum was the sort of place that a ghost might frequent and wrote this fiction for the website: "Of course, no cowboy can hold a candle to The Duke himself, Mr. John Wayne. Visit the Texas Cowboy Hall of Fame where it's said the apparition of the 6 foot 4 actor has been seen admiring the cowboy memorabilia on display." The work eventually dried up. Today, USGA is recruiting an AI Creative Specialist, at $42,000 a year, "to draft, edit, and refine engaging tour scripts, website copy, and compelling marketing collateral." Even ghost jobs aren't safe from the AI revolution.

Trevor Foster didn't have much interest in ghost tours until he was ripped off, he tells me. He's a ceramics artist who specializes in dark pieces like bones, pistols, and mystical eyes. This January, he received a message informing him that USGA may have stolen one of his designs to sell on its Ghost Daddy website — an intricate skull-shaped mug with a handle like a curved bone. From initial casting to final glazing, it took Foster about about 100 hours to complete.

The skull on Ghost Daddy looked like one Foster designed in a slightly different color. Foster says the fact that it had the same sutures on the top — "almost like a fingerprint" — made it clear it was a ripoff. He also found that Zaal had recently purchased the same skull mug from him. "For someone to buy it and make a direct mold just seems kinda brazen," Foster says.

Foster sent a cease-and-desist letter, and Zaal responded that he planned to remove the item within six months. "My understanding in looking at your website is that you have your initials on the bottom (ours doesn't), each one is hand crafted and unique (ours are consistent and the same which is why yours looks better), ours is of a lighter color, and our logo is on the back," Zaal added. To Foster, it seemed Zaal was implying that replacing his initials with the USGA logo was enough to make the knockoff legal.

An Instagram video Foster posted went viral in the ghost tour community, and Zaal agreed in an email shared with Business Insider to discontinue the item immediately. He attributed the similar design to a mistake made by an overseas supplier who was given multiple examples to draw inspiration from. That wasn't good enough for Foster, who sued and settled with Zaal in September.

Foster was surprised to have found something of a community as a result of the whole debacle. After he'd posted about the situation, he was inundated with dozens of messages from people with their own grievances with US Ghost Adventures, commiserating with him. "It's just kind of incredible how many people they've angered," Foster says.

And — if you fall into the 39% of the country that believes in ghosts — you might believe that it isn't just corporeal beings that have been angered. This summer, a group of part-time ghost hunters visited Zaal's newly purchased McInteer Villa and set up K-2 meters, REM pods, and a ghost box.

But the group's leaders Dawn Lorenzen and Amy Osborn found the ghosts to be surprisingly uncommunicative. When they'd visited before Zaal's purchase, the ghost hunting had been good.

They Facetimed a medium to figure out what was going on. The ghosts were irritated, she told them, and it seemed to be related to the new ownership. "They made a circus of the place," the ghosts kept repeating, she said. "And now we are a spectacle."