It is a cleverly organized religious fraud trying to cash on Indian weakness for Gold and a cheap competition to Tirumala temple’s fame. It all looks like an exhibition of wealth and people throng the place not for a spiritual experience but to pay and watch a glittering spectacle. And to add to it u have the godman ’Amma’ (?!) who runs it ( I am sure he has a band of MBAs advising him how to spin money in the name of God) who has more publicity in the temple and in the town than the presiding deity..
It is a mockery of a temples’ serenity and it is a large business empire spreading its tentacles in the lines of Kalki, Melmaruvathur and the likes.