Other people said it already, but I think it is a holdover from living in a Christian/Protestant culture. God loves you (yes you!) personally, you have your own personal savior, he's always there if you need someone to talk to and he'll help you win the football game and past the test if you just pray for it. That is some people's favorite part of religion, you're never alone and you have someone really big in your corner helping and protecting you body and soul. These people want all those fuzzy feelings but don't want Christianity for whatever reason. The Pagan types make their own personal Jesus cosplay as Aphrodite, and that post is one pretty clear example of that. A little editing and you could have a Boomer's Jesus facebook post. The spell-casty types are the same way, but they don't want anyone to be "above" them so their powers become their "god" stand in. All the comfort of having something (magic) protect and support you, but you don't even have to be friends with it let alone subordinate!