We seek connections, meanings, a way to make sense of this world and the next.  What we value of our past and history as individuals and as cultures, we want to keep with us, and even on a subconscious level, those things we value or once valued shade and shape our searches and what we find, for good or ill.  

If what we are offered does not satisfy our needs, real or perceived, we will keep searching or add in that which will in some way help us make connections and find meaning and solace.  Hard to connect when there's a chasm seen between the seekers and those offering something that doesn't meet their deepest needs, especially when those making the offer are seen as not understanding or caring about the seekers, focused only on themselves -- or even as enemies.

We've had articles on Santa Muerte here in Minnesota.  It's not just in Mexico.