The mind is one hell of a tool.
When people need to feel comfort at their highest point they believe in God "more" because they feel it will get them over this or something good will come out of it. Many non-believers when near death always state, "then I said to God, or whatever is up there ________". It's a bargain. People fear the unknown, so if there is a hell, they all fear it so they then "believe in God". It's not necessarily they have the "strongest belief", if anything it might be the weakest belief for many. I say that because they themselves aren't religious and just give that "God" a ray of hope, a shot in the dark that if it does exist it will save them or help them.
We can't avoid it. This world is molded on gods, numerous gods, it's molded on religion. So no matter who it is, if it's a rapper accepting an award or some non-believer nearing death, they're all gonna plead with god in some way because it's an unknown fear.