Why are strict religions popular? An economist explains

The Power of the Mustard Seed:Why strict churches are strong, a summary on Slate.com:

What does the pious person get in return for all of his or her time and effort? A church full of passionate members; a community of people deeply involved in one another's lives and more willing than most to come to one another's aid; a peer group of knowledgeable souls who speak the same language (or languages), are moved by the same texts, and cherish the same dreams. Religion is a " 'commodity' that people produce collectively," says Iannacone. "My religious satisfaction thus depends both on my 'inputs' and those of others." If a rich and textured spiritual experience is what you seek, then a storefront Holy Roller church or an Orthodox shtiebl is a better fit than a suburban church made up of distracted, ambitious people who can barely manage to find a morning free for Sunday services, let alone several evenings a week for text study and volunteer work.