I don't want to pre-judge the answer but my perception is that people's view of their god is that the god's view happens, happily, to match their own views. Then, thanks to texts such as the bible which are open for interpretation is many way, they find verse and chapters that show that their view of their god is the right one. It comes down to a circular argument based on what the individual thinks god ought to be like and it helps as the person has no need to change in order to believe.
It applies to morals too - both slave owners and abolitionists were both claiming that the bible supported their views whilst, clearly, it is either right or wrong to support slavery. Most morals work the same way.