Well, if you're an atheist then there is no challenge. Just normal human behavior, as you say. But, if you have a god that hates you so much there is nothing you can do to appease it, then I'm afraid, day-to-day life does become a challenge.
I'm thinking whoever thought up this particular god sure had some major self-esteem issues.
I agree. OTOH I am quite convinced that it is possible to be a moral person with faith. It is not as natural but possible.
I honestly cannot comprehend how the fellow men with religious disposition bring this issue up again and again and...again. No matter what the religious ideology, immorality has always ensued. The unconditional doing-good without a concern for the place in afterlife wins every time in my book.