Maybe I'm a skeptic, but sometimes I think of brokerages as dealers at the blackjack table.
They are in business to get you to bring your money to their "platform." They aim to get you to feel comfortable, they teach you the rules of the game, they encourage you to "place your bets" --- but just don't call 'em bets, they get a little bent out of shape about that.
They pretend to have your best interests at heart. After all, its important for you to not blow up. Because if you do, then they can no longer earn fees, commissions, and spreads off you.
In many ways on a variety of platforms its a dirty business.
But this is the game that we all play. If we can't beat 'em, let's join 'em!
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