Adi Da makes messianic claims and touts his superiority over Jesus, Krishna, and Buddha. His followers treat him as the Divine Incarnate, which is what he expects of them, even while he denies this obvious fact and criticizes cultism.
Adi Da criticizes devotees for relating to him as if he personally were God Incarnate, while at the same time requiring them to adopt forms of bodily worship and ways of referring to and relating to him that absolutely enforce that point of view. The honorific titles and capital letters he uses to refer to himself (and requires devotees to use) are obvious proclamations of personal divinity, to say nothing of the ritual worship of his person that is required of devotees. These facts are obvious on their face and observable by all, no matter what kind of spin anyone wants to put on them.
However, Adi Da creates a smoke screen by criticizing devotees' cultic approach to him, and using the language of the non-dual spiritual traditions to explain how references to him as God are not "personal." He explains these references as "ecstatic" speech about a transcendent God that is All-Pervading and Everything, but somehow or other it always turns out that Da is far more God than all the other stuff that is supposedly God. It is obvious that he is treated far differently by his devotees than he treats them.
The inherent conflict between his criticisms of devotees' cultism and his paper thin commitment to "non-dualism" on the one hand, and his requirement that they treat him as God Incarnate on the other hand keeps devotees in a constant state of failure for "being cultic." This is a key element in the regime of extreme cognitive dissonance that undermines devotees' ability to see the obvious. Adi Da's "criticisms" also help provide "cover" against any accusations by outsiders that he is running a cult where he is worshipped as God by followers, even as he preserves all of the core mechanisms that reinforce the presumption of his superiority over everyone and unique divine status. It allows him to remain the Object of devotees' cultic worship within a closed society where he has very little contact with outsiders, which is what he really wants.
There are plenty of times, though, when Adi Da's true feelings about himself as God or the Messiah are spoken plainly in private, or slip by the editors and get published. There are examples in some of the links below.
Any unindoctrinated person who has even a cursory familiarity with Adi Da's personal interactions with devotees cannot fail to see that he is (and expects to be) treated as God Incarnate. The pretense that he and his followers are involved in some type of non-dualist spiritual practice is patently absurd, despite what he says they are doing. They are engaged in guru bhakti practice around a guy who thinks he's the greatest person who's ever lived. It's a cult of personality.
Adi Da's cultic call to worship of him -- "Drop Everything and Cling to Me"
Broken Yogi (Conrad Goehausen) post about Adi Da claiming personal Divinity
Adi Da demanding miracle stories be told
Adi Da rant against non-believers as a further expansion of his claims to exclusive Godhood
Exalting oneself like Adi Da is a nihilistic pursuit
The spiritual practice recommended by Adi Da for devotees, including his typical inflated description of himself where maybe one out of ten words isn't capitalized