The lure of investing in whatever sector or industry is doing well at the moment. This is easy to pass off as research. Professionals (brokers, advisors) as well as individual investors can always justify investing in an industry by pointing out that it was doing better than others, the assumption being that it will continue to do better. If this excitement sustains long enough, then it becomes conventional wisdom -something `everyone' knows. It happened to tech stocks back in the heady days of ..