In general, investing in consumer facing stocks is not desirable. They are subject to greater volatility, and more people believe they understand your business

In general, investing in consumer facing stocks is not desirable. They are subject to greater volatility, and more people believe they understand your business because they are consumers of your product which can lead to further distortions in share price (to the positive or negative side). As an aside, I think looking into mining, deep water drilling, pipeline and transportation stocks would be more lucrative. As an amateur investor, I put my money where my mouth is this summer: TCK, SWC, KMP, SDRL, HERO, CJES, JBHT, XPO On the risky consumer side: GDOT, LEAP