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While there's absolutely no way I can answer authoritatively, I would argue it's because primates have a fundamental sense of justice and we believe that if we do good things, good things will be done to us. It's not an incorrect assumption, assuming you don't go batshit with it. People help out their friends. People with more friends get more help. Where The Secret runs aground, in my opinion, is in ascribing the benefits of the basic subconscious bonds of human society to a higher power.