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I honestly do not get them at all. They're effectively religion in an even more novelty form for to me. I normally would not bitch about this, but I tend to see posts pertaining to one's own horoscope on Tumblr and other social thingies (usually reposted or automated), and they're some of the first things I tend to filter away when I have access to filtering software.
The one time I'll care about them is if we're discussing the ZODIAC units in RefleX.