The "average investor" hardly exists anymore. Big funds and automated buyers are chasing only the dollars, not the sense.
One big driver of this silliness is the "pension" funds - our money that we must invest in the Market to survive. However we have no control over where that flood of money goes or who sucks from it. This is now the major food source for our financial parasites.
Whaddayagonnado, eh? Fix the system, not the people. If it's more profitable to do good, companies and parasites will do good. Design the downhill path; the sheep will follow.