I guess I never really gave much thought to what companies I invested with, until now. Usually, you ask friends and family what company they use, and then go with that. Or maybe you know someone who works for the company, or you sit down with an advisor and you like that person. These seem, to me, to be unscientific ways to choose how to invest. Yet we all do it - and did it. How you ended up with "That nice man at Madoff funds" is an interesting question.
UPDATE A reader writes:
"I saw your Fidelity post. Fidelity is good but nobody tops Vanguard. Vanguard is owned by everyone who invests through Vanguard, so the natural push is to always lower fees and improve services. Unique business model. This is the reason Vanguard has more assets under management than anyone else. Also, they have a simple website with robust info and tools."