The article critiques retail investors' irrational "hold" decisions, attributing them to "endowment bias." This bias causes individuals to irrationally overvalue owned assets, leading to choices defying rational analysis and suboptimal outcomes. The author argues the "hold" rating is itself a product of this irrationality. To overcome this, a zero-base portfolio approach is advocated: periodically re-evaluate holdings as if starting with cash, ideally with an unbiased second opinion, to counter deep-seated psychological attachments.