"Gospel" means "good news".
The Mormon version of the gospel isn't very good news at all, now is it? Unless you're a white, wealthy, fully-tithing male who was born into an LDS family, served a mission, attended BYU, with a obedient wife ( marriage sealed in the temple for time and all eternity) who is busy cranking out the babies while you attend to your priestly duties.
Then the news is pretty darn good.
MrR says that the LDS church is very attractive for men. It feeds their natural inclinations - pride, self-righteousness, authority, parade of women, control.