Choosing faith is conscious. People do it because they believe life is better when the choice for faith is affirmative. Some might do it because they are afraid of hell or something else, but that is less interesting. Plenty believe faith is unnecessary for a fulfilling life. In fact, they would probably argue it gets in the way. In that context, faith is necessary for those too weak to rise above the difficulties of life. It's hard for me because I feel so very weak.