I love Carnival Cruise Line and will continue supporting it through their ticket agents. However, through my broker I'll support companies with a lower P/E, who are not very close to their 52 week high, and whose insiders are not dumping their stock left and right as we speak. You stand a much higher chance of loosing money than you do making it at these levels. 4-5 years ago it was a great investment. Then, so was Enron and Worldcom.