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Why are the opinions of investment advisory services considered a contrary opinion? What is the rationale...

Why are the opinions of investment advisory services considered a contrary opinion?

What is the rationale for the theory of contrary opinion?

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Contrary opinion is going against the investment advises, for example, if a crowd full of investors finalizes whether to uptrend or to downtrend a stock, other investors does exactly the opposite. Like not following a very popular opinion exists on a stock but going by opposite recommendation. The rationale behind this contrary opinion is that one will develop one's own intuition as not to yield into the impulses of following a popular opinion. Majority is not always correct and the sentiments followed by a majority always doesn't bring out the plausibility.

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