It's about them extracting some of the value they create. If you're not the most rational of decision makers, paying 1% of your wealth per year for 10 years to

It's about them extracting some of the value they create. If you're not the most rational of decision makers, paying 1% of your wealth per year for 10 years to save you from losing 30% of it in a panic by selling at a low when the market crashes, then it's worth it. Now from that perspective think of all the people you know who may make stupid decisions like that (or just not investing in the most efficient way). The value to those people would surely be 1% per year. The question is how low can we drive the cost of those services via competition (of which robo advisors is one)?