Something very much like this has been happening with recovered memories. Erstwhile rational people disowning their real memories and participating in self-brainwashing. They discard their old identities as parents and professionals, and redefine themselves as abuse victims. They turn cold to their parents, often denouncing them in Mao-like struggle sessions. No pain, no gain.
Therapists dig deeper, and unearth more memories.
The pain gets worse. Some patients lose their jobs, abandon their spouse and children, and check into the hospital. Some even attempt suicide, and a few succeed. And yes, the therapists and hospitals get paid. Memory recovery is a business.