The bull market has been churning higher for nearly 10 years now as the S&P 500 has more than quadrupled since the market bottom in 2009. Nearly every major economic indicator shows that the U.S. economy is on fire: unemployment is under 4%, GDP (gross domestic product) is surging, and consumer confidence is near the highest levels ever recorded. Nevertheless, not every stock has been a winner, as some sectors like brick-and-mortar retailers have struggled, and the nature of economic competition means that some businesses have done better than others.