There were a lot of other common consumer companies 10 years ago, too, like Sears. It's always easier in hindsight. I've been struggling with this problem in te

There were a lot of other common consumer companies 10 years ago, too, like Sears. It's always easier in hindsight. I've been struggling with this problem in terms of picking my "blue chip" stocks to backtest -- my gains are impressive, but I doubt it was so obvious that these were blue chip stocks 10 years ago, or that these same blue chip stocks would be considered blue chips in 10 years.