I read something once where someone was describing why they converted to Judaism. They specifically said they were drawn in by the rituals. Things like: Keeping two sets of plates for meat and dairy. Staying within the "eruv" wires around some cities on the Sabbath. They just loved the rituals.
I wonder if the draw is really the "rules" and structure that usually come with the rituals. I think most people crave structure, but many aren't really capable of providing it for themselves, so they look for it from an outside source. Religion provides that. The military provides that. Special clubs/groups provide that. Political parties can even provide that. The ritual seems to add a sense of control to go with the belief structure of the organization.