Yep, there's a big difference between a company and its stock. Even if the company is great, an investment such as a stock can never be good or bad without reference to the price you need to pay for it. A famous example from the dot-com era is Cisco. Great company, but buying Cisco stock at its March 2000 peak was a bad investment -- it was "priced to perfection" and the stock price today, over 25 years later, is lower than the dot com era price.