When I retired, I rolled my 401 into an IRA, and my UPS Class A was converted into Class B. I initially bought 144 shares for $25 a share when they did away with the Thrift Plan. That $3600 investment is now worth $30K in stock and I re-invested my dividends in mutual funds instead of UPS stock, those are now worth $21K. So that original $3600 turned into $51K, that's why you buy company stock.