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One can invest in companies they know on the stock market. In fact, I think that's one of the keys to investing--investing in a company and market you have expertise in.
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Absolute expertise is irrelevant. The thing that counts is to have more expertise than those guys at Goldman with have millions worth of computer programs and a lot of very smart people around.
If you are better than them you make money and they lose money. If they are better it's on average the other way around.
Of course there still some natural amount of money that's gained through the average market movement.