“Brother So-in-so works for doTerra, Sister So-in-so sells it and says it cleared up her eczema. These people wouldn’t lie to me!”
And so they take whatever they say as truth. I don’t think it’s what I would describe as “childish gullibility”. But too much unchecked trust in members of their circles (still gullibility. But I wouldn’t call it childish). And then it compounds. Well, Bishop So-in-so wouldn’t participate in an MLM if it were immoral so it must be good!
I think this is at the root of the problem in Utah. Between that and the Utah moms wanting to make an easy buck.
Source: LDS myself living in Utah County. My wife and I often discuss why there is just so many MLMs that are clearly (to me) scams that run unchecked.