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quote:In Xochicalco (700-900 AD), the political class began to claim that they ruled in the name of Quetzalcoatl, and representations of the god became more human. They influenced the Toltec, and the Toltec rulers began to use the name of Quetzalcoatl. The Toltec represented Quetzalcoatl as man, with god-like attributes, and these attributes were also associated with their rulers
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http://en.wikipedia.org/wiki/Quetzalcoatl
From what I understand, there were just someone taking it's name and claiming to be the physical manifestion of it.