In their hearts, they know that they are conning themselves with all of this. And they need converts not to save the souls of other people from going to hell, but to save themselves. And people that are afraid of facing their delusions are very dangerous.
I call it 'flavor of the month' since IMHO, it's much like people getting excited or territorial or defensive over their region, race, personal plumbing, schools, sports teams, consumer products, all of that.
It's not what reality really is, it's just a choice of how to define it. And that is something each person must decide, and that is actuallly sacred. Joining up with a gang of like minded people is not taking the responsibility of finding out the truth of one's self. Instead, the individual gives up thinking and surrenders to the pack. It's a lot easier to consume religion than grow your own.
And I will get off my lecturn here for a moment...
at myself 
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