Yes, your right and so true.The problem is, although simplistic...

Yes, your right and so true.
The problem is, although simplistic as it may sound - emotion in humans is such a powerful force that they feel almost compelled to 'buy' and be active (in case of missing the boat) in good times and do the opposite in 'bad' periods.
Periodic buying - both in good and bad times of high quality LICs (and/or businesses) is the most simplistic and simple way to wealth creation.
Leave emotion, the press and perception behind when investing.