Because we are such linguistic beings, we are very sensitive to words that we don't like. An easy way to cope is to have a stock of things to say that invalidates whatever the 'other' has to say, and to do so in a spiritual-seeming way. If they are successful, they can become gurus or teachers in their own right. Its a term from primatology, the study of our closest living evolutionary cousins, the primates. Monkeys and chimpanzees.
Gurus are dominant or alpha individuals.
Within their community, the guru is the boss. He disperses the donated resources, and if the tradition doesn't include celibacy, to be his romantic partner is a 'position' of some prestige. All other conditions being equal, the guru will be more successful at passing on his genetic material than the disciple. If you become a guru, your self-esteem will automatically rise. You've become the alpha person.