Interesting thoughts! I think esoteric means something more like "deep" or "not surface level." Like there's a bunch of engineering and science stuff available online, for free, but not everyone cares to go through the effort to be an engineer or scientist. Like you could consider particle physics esoteric compared to the exoteric (surface level, mainstream) stuff like believing "evolution is a thing."

I would certainly agree that most of it is probably "spiritual supermarket" in nature. But that adds to the true esoteric content. False occultists make the true occult even more occult. Like Tesla releasing its patents. Very few people could even understand them if they went and looked at them, and even fewer would act on that knowledge.