If its an issue of the company is too mundane and not inventing anything new it doesn't sound much different than other picks you have liked. If I remember correctly you liked RGMI and PDGE. Nothing is revolutionary there.
Besides lots of those companies ie starbucks or walmart do quite well running a pretty mundane business.
On the other hand it almost sounds like a "socially conscious" investing where you don't want to invest in a company not making the world a better place.
The first possible reason makes no sense the second does.
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