Created in their image perhaps, but generally not in their own capability, understanding, and therefore one would assume, interests. Gods are like us because we imagine them like us, because humans draw from what we know and what we are concerned with when we imagine and dream and hallucinate. Religious writers cannot accurately fathom the interests of those with superhuman knowledge and capability, and so the gods typically want what the people who claim to speak for them also want, and offer solutions to whatever the worshippers are concerned with. Lovecraft was brilliant for acknowledging this limitation in his own way, he was known for not describing the horror because it is far too horrible and beyond our comprehension.