Are people trying to serve God?
Many questions could appear analysing this GOD-PEOPLE relationship. Other questions could also appear: are the people really interested in a spiritual offer to God by serving Him by an especific religion or way of life or are the people interested in a kind of social cooperation and living together in a same kind of culture?
I think, if people really want to "participate" in a work that is about religion and social activities, that traditional religions are not satisfying them, what causes a kind of "hole" in people's live. When a new religion offers a kind of serving God, by participation in many types of works, people could feel satisfied, happy. It could not appear, but it can be compared to the market mechanism of attending the necessities of people. So, people can go to the religion that most "complete" them, looking for happiness.