Regarding air cult retaliation, something I have used might work well here. Firstly, IMC there is 'sympathetic magic' like voodoo dolls. You do something to one item that is linked to another, and the effect travels. E.g. Snap a human leg bone while casting a spell, the target's leg breaks (or at least they get hit by the Harm spell). Snuff out a light in your hand, darkness descends on the target area etc.
1) There have been a lot of thefts in the village of late. People suspect household spirits, as the stuff being stolen is not of any great consequence. The PCs find this out because they see villagers leaving out saucers of milk, or little charms and snacks for the spirits, to placate them.
2) More recently, there have been a few people go missing. One was an older person with dementia, one was a young scallywag that nobody liked and one was a lovesick sad girl. So nobody was putting it down to anything too mysterious. Wandering off, who cares and suicide, respectively.
3) The villagers and PCs hear thump sound, they go outside to see a squished person near the well, they look like they have fallen from a very great height. They are too messed up to recognise, but a Medicine roll might help reveal it matches the description of a young local never-do-well. The corpse is clearly a warning from the air cult, even put a note on the guy if need be.
- As an option, the cult can drop in an idol. They want every towns folk to prostrate themselves before it and sacrifice half of their worldly wealth in penance, or the town is doomed. If even one person refuses and lives, they all die. They are to sacrifice anybody that refuses.
4) Later on, they hear another thump, looking outdoors they don't see anything. Later on, inside a first story room of a second story building, they find another fall victim. Clearly splatted on the spot. No sign that the body has been moved and no forced entry.
5) More victims follow. Each suddenly floating in the air, only about a foot, then falling for ages, then splatting.
- If you used the optional demands, this is where the mob forms and tries to demand the PCs worship the idol, or die. They have proven they cannot protect the villagers from this. Besides, isn't it really the PCs that have angered the gods?
6) Investigation shows that the people are either related to the missing persons by blood, or have had very personal effects stolen recently.
7) Queue PCs hunting down Air cultists in the town, finding some of the stolen personal effects and some locks of hair etc.
8) This leads them to a nearby clifftop where the cult has a makeshift altar where it drops its sacrifices and sympathetic voodoo dolls.
That's what I ran anyway, and I think it fits the less direct confrontation of the Air cult well.