I think we also need to address the “boreinu” aspects.
The first time I heard about it was in 2005, when a full page ad in an Israeli paper showed the rebbe with the words “The rebbe melech hamoshiach is melech malchei hamelachim hkbh mamash” (afar l’pumei)
I was shocked by that, but I could assume that maybe it was just a crazy person who put the ad out.
Then I had a friend who told me about the chabad yeshiva in tzfas. he told me he visited and saw that on their paroches, where they have “yechi” instead of writing “adoneinu MOREINU” they have “Boreinu”.
I said he must have seen wrong- nobody could believe that!
But then when I went to tzfas, I saw sefarim in some shuls with the “boreinu” version stamped in it.
And I saw dozens of boys- and a few bachurim and men- with the “boreinu” version on their kippah.
Besides the issue of them being outright kefira, I was shocked to see advertisements for various chabad shuls in Israel announcing that some of the rebbeim from tzfas would be speaking at various events.
Even if the Tzfas group is very small, the fact that the greater Chabad groups haven’t pushed back and completely isolated them is very scary.