Thank you Trend. Your non-fundamental explanation is as good as I've read on iHub.
As you know, entry/exit in a stock in the end also involves some luck or good timing. After all the analysis, and some final action to buy/sell, the market has the final word.
I'm with you on keeping it simple. I also do quite a bit of DD by finding articles and/or intelligent resources to help me understand a company, it's industry, and where it might be headed in the short or long run.
For me, unlike 95% of people investing in the markets, it's not just making money, but the stocks I own reflect my interest and values. I own select companies in certain industries and don't even look at things like tobbaco, military, environmental polluters, etc.
At some point we'll both probably be back in this one. GLTY.