And going down, not going bust but never getting anywhere near the just below peak level you bought at is common as well, and can easily lose 50-90% of what you

And going down, not going bust but never getting anywhere near the just below peak level you bought at is common as well, and can easily lose 50-90% of what you invested without the company ever going bust. If you bought Yahoo at 20% below its peak value, the fact the company still exists two decades later isn't much consolation.