Well, those dedicated to the religion do spend hours in supplication to their altar, in a prayer-giving pose. They commune with each other and with their spirits, whom you cannot hear from, talk to, or see without the proper channels and connections, they have leaders, heroes, and followers, men and women among the many who are willing to spread the word, and unbelievers, who would challenge their beliefs and decry them as wrong, so that their way of one-product-one-person should always be so. They even have a form of wrongdoing within the structure of the religion, in that those who would leech without seeding are abusing the system, taking it ways that it was never meant to go, for selfish reasons rather than spreading the faith to as many as possible.
What makes them any different from any other religion, any other theist movement? They are the mimic of every religion, on the basis that these are the tenants that make up a religion. Fascinating, really. The deities of P2P filesharing, of Stumble, of Reddit--these are not the gods of our fathers, but a new group of deities for us. Perhaps we will spin tales to our children of the fall of Meme, the almighty Imgur, or of the Heroic Mod who single-hammeredly cleansed the forum of the terrible Trolls, making the chat safe for all! This is just another, as there has been from the beginnings of our time, a changing of the guard.