Natural theology is the branch of theology and philosophy that attempts to gain knowledge of God through non-revealed sources. In a narrower sense, natural theology is the discipline that presents rational arguments for the existence of God. Given that these arguments rarely directly persuade those who are not convinced by their conclusions, why do they enjoy an enduring appeal? This article examines two reasons for the continuing popularity of natural theological arguments: (i) they appeal to intuitions that humans robustly hold and that emerge early in cognitive development; (ii) they serve an argumentative function by presenting particular religious views as live options. I conclude with observations on the role of natural theology in contemporary analytic philosophy of religion.