It's really kind of amazing that nobody at Cutco realizes just how bad their marketing is. I mean, it's flatly false; you'd think somebody there, one person in the whole company with enough power to change it, would stop and go, "You know, this isn't doing us any favors."
I've known people who got suckered into Cutco. The company does tell people to stay off internet knife forums, but they don't tell them that the reason is that they will look very ignorant when they attempt to sell their products to people who actually know about knives. They tell them that they know more about knives than anyone else.
Their marketing plan doesn't really involve people who know about knives, who can also be written off as collectors and snobs.
The basic plan is:
1. Put ads in papers for "jobs" (it really is a business opportunity.)
2. Recruit people without real-world experience, mostly students out of high school who are more easily manipulated. Preferably they don't know about knives so they can recite their scripts without lying.
3. Have them call all their relatives and friends of their parents for sales meeting. This meeting is disguised as "practicing the script," so what they do is call someone and ask them if they can practice their script on them. The part about asking the prospect if the salesperson can practice the script is actually part of the script

(I've actually seen the script.)
4. The presentation itself involves promotions and how buying the knives will help the salesperson in college, go on vacations, or whatever. They also compare Cutco knives to junk knives the prospects may have, and not surprisingly the Cutco knives are better. They tell the prospect that there are 3 types of steel; carbon steel, stainless steel, and high-carbon stainless steel which Cutco uses (actually 440A.)
They do get paid for each presentation, even if it is a "practice" one, as long as the leads are qualified (generally married couples who can afford the knives.)
The people I know who did better were the younger kids who adults wanted to help out, in a similar way that adult relatives and friends of parents will buy things like Girl Scout Cookies.