Studies show roughly 50% of the British population believe in Horoscopes. This is more than ANY of the gods can claim individually (which means a lot of the members of the Churches aren't actually religious, they are just legal members for whatever reason and can't quit because the Church doesn't allow that, or something like that <_<).
To be honest, fortunes are boring. Too simple really. Just a combination of a few things like people remember those that come true and forget those that do not, the Barnum effect and of course people unintentionally will exaggerate them when telling others, and often convince themselves this exaggeration really happened. These things happen all the time, Magicians and 'fake' Psychics/Mediums make a business out of them.
It you want something interesting, look up Ouija boards. If you can (I haven't been able to), find Derren Browns Seance TV Special. It pretended to be live, and had a 'do your own Ouija Board scene' where you at home go along with it. This was all cleverly done to convince you the Ouija Board would move and do certain things, which because of Ideomotor action, it did.
To test Ideomotor out just pick up a necklace or something, hold it still dangling in front of you and without consciously moving it, just imagine it spinning. Visualise it spinning, and a lot of people find it eventually starts to spin, usually slowly at first then speeding up. Get it still again, and imagine it swinging back and forth, and again a lot of people find it does start doing so. The hand movements people make can even be quite noticeable to others, but the person themselves will swear they are not moving it. This is even used to fool people into believing it's a lie detector, and because they expect the truth to be revealed (say that's swinging north and south for yes, east and west for no), it swings in the way they expect and the truth it revealed.
