>Who is buying this stock?! and

>I haven't dug deeply into their financials or anything.

should be mutually exclusive, don't you think? If you haven't looked at their financials or anything, how do you know whether it is a good investment or not? You can't just look at 'macro-trends' and determine if individual companies are a buy or not.

e.g. since 1970s, cigarette industry has been in a steady volume decline. Guess which stock has been (by far) the best performing stock during since that period? Yep, Philip Morris (which recently split into Altria and Philip Morris)