Appearently she's a very old deity that can both bless her followers and curse her enemies. And bring wealth / power etc to those who gift her with different treats like money, cigarettes, or tequila. Or weed. I'm sure she means a lot of different things to her varied followers across the globe, but from what I've read, her influence seems to have arisen in places where death is much more prevelant and imminent than others. Some drug traffickers worship her but so do police members, so really she can be found on both sides of the moral / legal spectrum. But mostly, she's a fricken skeleton goddess of death who looks hella sweet on a t shirt so you can see wherein the attraction lies. I'm all for it!