That would make God very contradictory and, as Christians, we do not believe He contradicts himself. So – we realize our understanding must be wrong. So what did Jesus really mean? It may honestly require another study to fully dissect this passage completely, but the very basic sense, knowing Jesus was a Jew and the entirety of His audience were Jews, was that Jews who converted to Christianity would be hated by those who rejected Christ.
There are, however, some organizations who have white-labeled Worship and mass-produced it, created the methodology and then sold it as the recipe, like Grandma’s Sweet Apple Pie. Get one ingredient wrong or out of order and the pie is ruined. But worship isn’t like that and every worshipper should be free to worship in the Beauty of Holiness.
This is why the word ‘Cult’ stretches far outside the realm of religion. Many organizations and individuals outside of any religion can be cult leaders and many have existed in the past and present. The most extreme current example is the government of North Korea and it’s leader Kim Jong-Un.
Notice the intense difference? Love (focused on others) vs ‘their contrived doctrine and self-focus’. (look at my intelligence and ability, you should do what I say!) So my point is, Scripture makes it clear your love for others, which produces action and behaviors that benefit others, is how you serve Christ, and one another, and is in fact, being Christian.