E*Trade (NYSE:ET) Message Board

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Non-Tech : E*Trade (NYSE:ET)

ET 16.80

0.0%

Dec 5 9:30 AM EST

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To: Walt Street who wrote (2540)	3/13/1998 8:04:00 PM
From: Bill Hardison	of 13953

ETrade has tanked before on unfavorable comparisons with other on-line brokerages. Don't forget though that ETrade keeps getting the customers. It's a brand thing. Just as "Coke" tends to stand for all soft drinks and people say "Kleenex" when they mean a facial tissue, ETrade is fast becoming the name used to identify on-line trading. Has anyone noticed the big move by ETrade to slash prices to keep up with the others? Are they offering trades for free? No! Nor will they when they clearly don't need to. Look on the articles unfavorably comparing the "deal" you get with E*Trade to others as just another buying opportunity.

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