Most idolaters are not aware of their idolatry. They may be sincere - but they are sincerely wrong. The truth is that our modern day idolatry actually starts with our rejection of God and His ways. And the fact is that most of us drift into that state of thinking without even realizing it. So it would seem that idolatry is a sneaky thief, who overtakes us in underhanded ways.
You see, the common denominator for all idolaters is that they worship things that God has made instead of worshipping the Creator Himself. And when people worship the created instead of the Creator, we lose sight of our own identity - as spiritual beings made in God's own image.