This idea that I hear on occasion, that God is love.
Well no not really. The experience of "love" is really just a stimulus/response mechanism of the body. The stimulus being the 5 senses and the response being the chemicals released by the brain we crave. One of the main chemicals released being Oxytocin also called the "hugging drug".
Oxytocin gives us a feeling of calm and security. Those seeking God are probably just looking for an extra helping of oxytocin.
Of course the release of chemicals is triggered naturally through physical contact. However, we've also learned how to manually trigger the release of this chemical, through prayer, meditation, religious rituals.
So "spirituality" is really a process of learning how to triggers the chemical response we crave without the external stimulus.
The draw of spirituality is the addiction we have to these chemicals which cause within us the positive feelings we desire.
I suspect long ago we had a limited means of causing these chemical responses we become addicted to. Religion was developed around what was found, largely by trial and error, to cause the brain to release these chemicals.
Today, there exists a lot more ways of triggering these chemical highs. Movies, music, art. Exotic foods, travel to pleasure vacations etc...
Not that spirituality doesn't remain a viable option, but there exists a lot less need for religion these days.