People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they're able to. Why take a chance with a company you've never dealt with if you know that the company you're currently shopping at does everything you want it to?

It is part of the American dream to put a dollar into a company stock today, and get lots of dollars back when you sell. The only modifier to this dream by some is an aversion towards "sin" stocks - avoiding companies that make alcohol, cigarettes, pornography, guns or provide gambling. But when I suggest that you pitch drug-companies into this same sin-bucket you probably think I'm joking.

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