The market doesn’t reward “good companies” it rewards changing expectations

Amazon is a good example of something many people misunderstand.

The stock doesn’t move just because the company is strong. It moves when the market’s expectations about that strength change. That’s why you can see periods where fundamentals improve, but the price goes nowhere because the improvement was already expected.

The opposite is also true. Stocks can rally on “less bad” news because expectations were low. That’s where most of the real movement happens not in absolute performance, but in the gap between expectation and reality.

Once you start thinking this way, price action makes more sense. You’re no longer asking “is this company good?” you’re asking “what does the market *think* is going to happen next, and how wrong could that be?”