Most people not have almost no knowledge of investment matters and have little or no inclination to learn. To them, it's all a big mystery and they have not had the opportunity to learn the basics. I was lucky when I was in my mid- 20s to have benefited from the advice of someone who had stock investments and counselled me on what to look for. Most individuals don't get that kind of advice and most investment professionals have no interest in educating small investors. Back in the days when we had to deal with full service stock brokers, small investors like me were almost entirely on our own, with far less information than we have at our fingertips today.