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It is also testament to the success of TIAA-CREF's massive advertising budget. In the Beacon Press blog entry, I wrote, As a competitive company, TIAA-CREF advertises heavily to convince participants to contribute more, maintain its hold over existing accounts, and secure new business.
I think one of the reasons it caught attention is that it is difficult to find anything else like it on the Internet that is critical of TIAA-CREF. A Google search for TIAA-CREF turned up 743,000 results, the first number of pages with nary a hint of a critical article.