Investors tend to lose money in boring, but effective, ways. Motif Investing (“turn any idea into a motif”) promises to disrupt this predictable pattern by helping people lose their money in new and exciting ways. Motif’s CEO proudly describes the company as like the iPhone, but for investing, with the ease of shopping on Amazon. The fact that that description makes no sense at all does not make it any less terrifying. It wasn’t hard to predict that Twitter mockery would (rightfully) ensue.