There’s another factor here. People who are vegan, sober, poly, don’t drive, and any number of choices are breaking societal norms. Most people don’t even think about these things as choices. They do the default. Realizing that there’s a choice, and that this person decided not to do the default, puts people off. It makes them uncomfortable. They begin to question things they’ve never had to evaluate.
I don’t think it’s the source. I think it’s a tool of social control that enables the powerful to create a bare minimum willingness to be ruled. For a long time the doctrine of Christianity was the Divine Right of Kings. Now it’s the Prosperity Gospel. The books did not change but the people with all the money and power ensured the church leaders who served their interest had most of the money and thus followers.
If we didn’t have religion, some other social construct would arise, and I’d argue, has arisen to fulfill it’s role. Modern economic theory justifies the current power order in an unfalsifiable way that reminds me of religion.
Religion could be a liberatory force in society. In fact it has been. The liberation theology movement in South America and numerous heretical movements in the late medieval period are both examples of progressive Christian social movements.