Once upon a time, I was a trustee of a $2B 401k plan (Qualcomm). The trustees were deciding whether to allow the participants to do self-directed brokerage. Being an engineer/mathematician (the only one of about 10 trustees, funny for a high tech company), I did a bunch of research, all of which indicated that participants in self-directed plans underperformed the standard Vanguard plans by about 2%pa. The trustees voted, I was the only one opposed. Once the conversion happened I took most of the accumulated money and put it in Tesla. When the annual review of the plan performance happened, one of the Fidelity representatives said "Look, your plan outperformed the funds!". I had to break it to him that if you looked at the holdings across the plan, two stocks stood out: TSLA and GMCR (Green Mountain Coffee Roasters, which became Keurig, is now KDP). Neither of which was in the available standard funds to any great extent. It was fun, and I was lucky. I don't know who the people were who were investing in GMCR.