I think they may be referring to the contemporary activism that promotes the 'gender identity' model of transsexualism, which does bear some hallmarks of cult-like behaviour.

There is historical evidence of cross-dressing, and of people (mostly men) being prescribed different societal roles that were apparently based on being effeminate. As far as I am aware, there is no evidence that such people were treated as if they were actually the opposite sex, as gender activists these days propose.