People are a lot like mosquitoes, when they see something shiny, they flock to it like a bug zapper. I would say at least 80%+ of all 401k holders are mosquitoes. They flock to whatever is brightly shined in thier face by the media, and other means of communication. During the housing bubble i lived in CA and when everybody was attracted to the skyrocketing home prices for some odd damn reason, I ran from them by selling my houses to the simple mosquitoes, took the mountain of tax exempt money and moved to the midwest where land values can't fall. Ever since the gold boom, and especially 1400+, thats all i hear people talk about. Gold gold gold! Not "hey, BAC is trading at 15% of its previouse highs, or citi is at 1.00!!!!!!!". The vast majority of americans are financially illiterate, and attracted to shiny things like raccoons, or mosquitoes, and the wealthy know it!