Epictetus comments on The Superstar Effect - LessWrong
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There are pitfalls to expected value. Volatility is a killer. A lot of risk management is devoted to reducing the impact of volatility on your position. Even Kelly bets, which maximize long-term expected return, are subject to wide swings. It's okay to take on a few long shots with a high reward, but the longer the shot the smaller the fraction of your bankroll you want to bet (note that by the Kelly criterion, this holds true even if the potential returns are huge).
Any solution you can implement, a competitor can potentially implement as well. You can't deterministically beat such a competitor.