While most individual investors and financial journalists fall into the noise quadrant due to its sensationalist appeal, most of the financial service industry falls into Quadrant 2, the conventional wisdom quadrant. They realize that they are unable to predict broad market swings with any degree of accuracy. However, they fail to realize that high tech information systems and market analysts are unable to do so as well. They believe that there are thousands of such individuals and systems that, through their intelligence and hard work, are able to find undervalued securities and add value for their clients. As un-American as it seems, in an efficient capital market this methodology adds no value. While there are debates about the efficiency of markets, most economists believe that, fundamentally, markets work.