Nom, have you ever been to meron? Nobody’s worshipping rebbe shimon. Praising tzadikim and wanting to connect ones self with them through their torah is in chazal…sefaav dovevos bekever, etc..
Hiskashrus with tzadikim isn’t a novel concept. What chabad does is link their rebbe with Hashem, and do things to please him together with Hashem r”l.