Why does astrology persist when most "rational" people roll their eyes at it?

Honest cultural question. Hundreds of millions of people check their horoscope daily, even people who would never describe themselves as spiritual or superstitious. Apps in the category pull billions of dollars combined.

We have our own theories building Astrozodify, a daily horoscope is a low effort prompt for self reflection, structured around a familiar vocabulary. It is less about the stars and more about giving people permission to think about themselves for a minute.

But that is just one read. Why do you think astrology stays sticky in 2026 when most superstitions did not? Is it the ritual, the language, the community, something else?