People are always looking for something to join. This is the popularity of cults of all kinds; a framework to fit oneself into that answers all your questions.

While I am subject to great bursts of enthusiasm myself, I've never been prone to just plugging myself into someone else's framework. But some people love not having the responsibility of figuring out their own life.

That's where I place such all encompassing obsessions; gee, I eat Primal, but no one will pry my computer from my hands...