@ben My best guess is that they know a lot about how similar contemporary societies (e.g. hunter-gatherers) behave, and that religion is very infused into many activities we consider secular. Those societies are doing worshipful-X instead of just-X.
I'd guess the fandom-forming instinct also exists in many other societies, but there it's channeled into religion. So Funko-pops might be descirbed as semi-religious objects?
@ben but i don't know much about this, and it's a good question