Because it is by definition hard to be phenomenally successful as a company. From probability standpoint it is hard for investors to discover such company at attractive stock price levels. Instead of looking for the next PCLN or AAPL, we need to turn attention to the more mundane businesses. It is what Warren Buffett said that he didn't want to jump over 12 feet bar but instead would be happy to overcome 6 inch bar in investing. In today's world, structured investment tools are readily accessible by. As long as the confidence is high that the stock will head to higher ground, a 50% appreciation in a stock can yield similar returns as a doubling one.