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i think some are attracted to it because the story is "different". the idea that christ came to america makes them feel closer to the story. for some its Joesph Smith's experience of questioning all religions and praying to god asking which is true, which might reflect their own search for what is true.
a lot of people probably also like the idea that there is no "hell" in the mormon church, that there is only three levels of heaven and even the lowest level is supposed to be way better than earth(lol). and the idea that famlies can be 'sealed' together forever is probably appealing to some too. the fact that they don't believe in 'until death to do you part', they believe couples and families can be together eternally.
the mormon church doesn't push a lot of the more abstract views, they try to downplay a lot of bad history the mormon church has.
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you don't know you're wearing a leash if you sit by the peg all day..
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