It cuts deeper than that, though. Ultimately, people buy shares because the economy is doing well, profits are rising and they want their slice of it. What is dawning, with agonising slowness, on the American public, and indeed the rest of the world, is that the great American boom of the past few years, the longest expansion in world history, a time when published profits went through the roof, could turn out to be the world's biggest con trick. The great American boom is, in fact, the great American myth.