The herd are the majority. There is enough statistical and anthropological evidence to suggest that in all races, and all societies, behaviours normalise or trend to an average. While people live on different sides of our country, as an example, our core hardwiring tends to desire for similar things and certain behaviours, rightly or wrongly are deemed unacceptable. Behaviour in the vein of the herd can only give the results of the herd.

Historically, our herd has attracted a declining quality of life as their lives go on. In retirement, we see an increasing large boost in poverty figures for our retirees as they accustom themselves to living on a fraction of their working salaries believing that in retirement they will need less income. We believe that while this may technically correct, it does not give us the flexibility or freedom for a comfortable and fulfilling "retirement".