A friend’s entrepreneurial uncle always told him that to be successful in business one must sell to “women’s vanities or men’s addictions.” Mark Zuckerberg, creator of Facebook, seems to have figured out that men and women can be addicted to the same item.

Yesterday Facebook changed how it works and the change made news. Some of my friends complained. No one has left. We love our Facebook but hate our Facebook Overlord. We are addicted.

In “The Social Network” Zuckerberg is portrayed as brilliant, determined and vengeful. In the movie he agrees to work with twin brothers to create a proto-type Facebook. Instead he does it all on his own and banks the results. He then undermines his best friend leaving him out of millions in profit. Both the twins and best friend sue and win.

In reaction to the movie portrayal, Zuckerberg was all over the TV shows especially the revered “60 Minutes” smiling and acting just like any old Facebook friend.

Zuckerberg has a sun in Taurus, the fixed earth sign. That speaks to his determination and, until recently, lack of facial or emotional expression. Taurus is steady and calm, rarely reacting emotionally. But when it does explode, it’s known to have one of the worst tempers in the zodiac.

I also consider Taurus to be materialistic in a good sense. There is true enjoyment of physical pleasures and 3D reality. Most people, really, are not deriving the pleasure they truly want from material goods. Taurus accumulation comes from enjoyment, not from a desire to impress (see Capricorn for that).

Taurus is not the sign of revenge. It’s opposite, Scorpio, is.

Taurus and Scorpio are the possession and sensuality polarity. Taurus enjoys physical pleasure without guilt. Scorpio, on the opposite pole, wants emotional bonding of the sort that can feel like invasion if you are not having the same feeling. Scorpio, with its compulsive need to see under the surface to the true motivation of others, can feel guilt, and lots of it (you see a lot of Scorpio in religious leaders). The Taurus – Scorpio polarity sometimes manifests into what I call “good girl – bad girl.”

I say “girl” because women appear to struggle with sexual guilt more than men. It makes sense because there is no male equivalent of “slut.” Women seem to struggle with the Taurus – Scorpio polarity more than do men.

Zuckerberg has Pluto, Saturn, moon and Mars all in the sign of Scorpio. Saturn conjunct moon also suggests an emotional reserve of the kind that wipes expression from one’s face. However, Scorpio does feel, and very deeply. It is extremely sensitive which is what I believe makes it vengeful.

Scorpio, even to a serious Capricorn like me, seems to take life too seriously. The seriousness of Scorpio, I believe, comes directly from its sensitivity. Scorpio is a fixed water sign and its two water-sign companions are Cancer and Pisces. Cancer and Pisces are more open to being vulnerable. Scorpio is not. I believe that is what leads to vengeance.

Humans are rarely consistent and for a Scorpio human inconsistency feels like betrayal. Leo is next in line to dramatize human behavior as betrayal but Leo will kiss and make up because that is so much fun and Leo is about fun.

Scorpio takes it all seriously and perceived betrayal can’t be forgotten. That you are a whimsical creature of the universe isn’t answer enough either.

Zuckerberg’s chart is filled with serious signs: two in Taurus (sun and Venus), four in Scorpio (Pluto, Saturn, moon and Mars) and two in Capricorn (Neptune and Jupiter).

The only relief from seriousness is Mercury in Aries and Uranus in Sagittarius. Talking provides some fun as does traveling. Zuckerberg probably travels on a whim without prior planning. Uranus in Sagittarius suggests accidents while traveling.

Zuckerberg has no planets in air. Air is related to social interaction and sharing of ideas. Air also relates to detachment. Interesting a man with no air would create a social site.

In summary, Zuckerberg’s chart could manifest as the character portrayed in “The Social Network.” The shoe fits, although I don’t know if Zuckerberg actually wears it.

Ultimately, a chart full of Scorpio and Capricorn (not Taurus so much) needs to learn how to trust. I think that’s why Scorpio is so drawn to God because who else can really be trusted?

Zuckerberg has created a space where 800 million people share varying levels of personal information on the Internet. We are trusting and vulnerable. We open ourselves to hackers across the globe.

I wonder if Zuckerberg has shared equally on Facebook or if he’s acting like a Scorpio and learning all he can about us while he shares little about himself. We trust him, does he trust us?