Worshiping Satan is not so much choosing Satan but is more rejecting God. It's an extremely immature type of temper tantrum.
The beliefs, practices and rituals of the Church of Satan have few, if any, points of similarity with the Christian concept of Satan. The CoS' concept of Satan is pre-Christian, and derived from the Pagan image of power, virility, sexuality and sensuality. Satan is viewed as a force of nature, not a living quasi-deity. Their Satan has nothing to do with Hell, demons, pitchforks, sadistic torture, and profound evil. They have occasionally engaged in a Black Mass for publicity purposes, in which the Roman Catholic Mass is ridiculed. But, otherwise, their rituals have no connection to those of Christianity.