The value they are selling isn't actually something like a better return. They are selling Trust and a Handshake. You aren't turning over your whole nest egg to

The value they are selling isn't actually something like a better return. They are selling Trust and a Handshake. You aren't turning over your whole nest egg to the big impersonal forces of the market, you are turning it over to Tom, and our kids go to school together so he won't screw me, etc ...