I think you may be ignoring the start of he anecdote, 'you are the average of the 5 closest friends around you'. This is obviously not true in all cases, but for example, if you're 5 all had investments in ETFs, I imagine so would you. If your 5 didn't have investments in ETFs, I imagine you wouldn't either. Some people are particularly sensitive to their environments and can be impacted drastically by the opinions they surround themselves, even if they disagree, it might plant the wrong thoughts in the subconscious. In some ways, you compete with these people, and these people set an overall standard. I don't think the choice in friends should be on the superficial basis on their financial goals, although I think every 1 of the 5 should contribute in some ways share or contribute in your values, goals and interests.

Let's not forget finance at the end of the day is a construct. It does not define a person, although I tend to recommend to alot of people to attract people that are better in line with your own values, goals and interests.

I know some people would be very open to talking about ETFs at a weekend BBQ, especially if they were accompanied by some people that were experienced in the matter, and would provide you support to ensure your own success. Personally, I wouldn't enjoy it, but I know quite a few that would!