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Your counter assumes that it's one or the other, but there could be more reasons, such as doing well but looking to steal even more market share.

At over $10 trillion AUM, it's hard to think that they're "not doing so well".



So then why reduce fees now? Why not years ago? Are they just suddenly feeling that generous?


Vanguard has been reducing fees on a pretty regular basis.

My assumption is that the corporate leaders go for a dip in the McDuck money pond every year, and when the level is too high that it risks overflowing, they adjust the fees down.


I have heard from people who were contactors that everyone brings their lunch at Vanguard. No money pond here!




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