I think if horror is genuine horror, something that apalls (not just with gore) but with a sense that what is happening is just "wrong" then people want it because it's authentic, it gets them going. I'm a fan of the Faces of Death DVD series. If you're not familiar with it, it has tons of footage of mainly accidental deaths, executions, weird sex stuff, etc.. I enjoy it, it's different. But everytime I see someone (actually) get their head cut off, or a bum rip into the stomach of another bum, my stomach gets a really ill feeling. I never get it with gore or horror films, but I do with these. I guess the jist of this is i get sick (and enjoy it more) because it goes beyond what I've grown up around. "Oh hey a new movie... serial killer.. chases bitch... kills boyfriend.. Ok, saw the same thing on TNT and HBO last night." I think if it goes beyond what you're used to, the experience is better. Reasons for why whoever is doing what to whom plays a role too, I think. Like you would be less shocked that a guy gets butchered by his ex for cheating on her than you would for some random mountain guy killing kids for their skin to make candy dishes. (sorry if that's a lame example)