"We charge for what we know, not for what we do" This is hard to accept by fund' customers. They would never accept a fund manager who bases his decissions on Yahoo finance free contenent, or the Wall Steet Journal. So it's necessary to have some smoke screens. They are: * having nobel prizes (LTCM), or at least MBAs, CFAs, university economy professors, etc. * hiring Alan Greenspan * having NASA level supercomputers * or even having occultism masters.