Yes but if a person is wrong, and the belief they are clinging to is false, the alternative is often some form of eternal or temporary torment, torture, etc. So the rewards if they're right are great, but if they're wrong ... horrors.
So one would think they would REALLY REALLY REALLY want to get it right. I would think the desire to make sure you get it right is the powerful thing, not the reward only, because of the alternative if one chooses poorly. Yet, they are often content with the contradictions and confusion, which would seem to indicate they aren't taking the gamble all that seriously. It's either a form of Russian Roulette, or it's the Price is Right. You would think before someone pulls that trigger or chooses that door, they really hope they're making the right choice. And if they see 100,000 options to choose from, with everyone claiming this and that ... that doesn't seem to give enough pause for one to go, "Hmm ... maybe they're ALL wrong ? So how do we settle this so that I can choose the right option instead of facing eternal horrors ?"