So, I have an immediate answer whenever the paparazzi ask what most puzzles me about the gender I am not: "The whole horoscope thing." Of course, I understand that there are many women who reject horoscopes entirely, but still both personal experience, survey data, and perusal of differences in women's and men's magazines all indicate a much greater affinity for horoscopes among women than men.
Last night I was in Barnes and Noble and saw Danica McKellar's Math Doesn't Suck: How to Survive Middle-School Math Without Losing Your Mind or Breaking a Nail. McKellar was Winnie on The Wonder Years. The book is supposed to help girls become interested in math. When the cover promised "horoscope inside!," I thought it was a joke, but, no, there is a section where she consults with an astrologer for a section about how the different astrological signs correspond to different math personalities.
The book cover also promises to answer "do you still have a crush on him?", but I didn't look to see what math it uses to determine that.
BTW, also in Barnes and Noble, a friend and I stood completely engrossed at the graphics novel table for a half hour reading the entirety of Robot Dreams, a book about a dog who wants a friend and so builds a robot, which he then takes to the beach where tragedy ensues. I think I'm going to go back and buy it for my coffee table collection.