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So you are right to be suspicious of the author's motive in the case of this article: doubtless he gets paid to produce pro-gold stuff. Articles like this (that is, probably most articles) must be judged on the worth of their reasoning, rather than on who's paying for them. Think of the author's commercial motivation as an enabler for the dissemination of information that you might otherwise not receive. Writers have to make a living after all. Never believe what you are told though unless you see the logic in it. If you assume that everyone is lying for their own benefit until they prove otherwise, you will cut a smoother path through the financial landscape.

How to tell if an investment advisor or celebrity investor is talking his book:

If he's awake, he is. Whatever he's saying (or is allowing to stand without challenge from him), it's good for him if you believe it and act on it.

However this does not automatically mean it would be bad for you.

Particularly in the case of people who always say the same thing: like a broken (non-electronic) clock, it's sometimes right.

(There's a webcomic I read where one character, the principal owner and chairman of a large department-store chain, has a reputation for being ruthlessly manipulative... but not for hurting people through her manipulation. She manipulates people into doing things that benefit her and/or her friends, and also benefit them.)
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