Bioelectronics Corp (BIEL)

[GetSeriousOK]

It's called the sunk cost fallacy.

https://youarenotsosmart.com/2011/03/25/the-sunk-cost-fallacy/

This is why BIEL investors keep buying more BIEL stock.

Here's another great article about the sunk cost fallacy, and it even mentions Dr. Oz, the famous barker of BIEL's ActiPatch:

http://www.slate.com/articles/health_and_science/cover_story/2017/01/trump_sold_america_a_miracle_cure_it_will_fail_he_ll_get_off_for_free.html

....to Dr. Oz, on whose show Trump pretended to be transparent about his health. It was a perfect match: Trump embodies the dubious therapies that Oz has endorsed—“miracle” diet beans, energy healing—and resembles Oz himself, a showman slinging half-truths and magical thinking to a hope-starved audience.