Fundamentals DONT MATTER
...in deciding to take a position in a security.
That's because the sum-total of all information available in the universe about any security (including the baked-in "fundamental" info) is reflected now, in the price and volume. And in the price and volume of related (correlated and non-correlated) securities, such as options. The price of the base and related securities (and often, the relationships between them) represents everything that can be known, now.
Even "fundamental" analysts MUST resort to the very "technical" study of "trends" in sales, earnings, earnings growth, etc. These "analysts" are actually technical trend followers, in drag.
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