"Welcome to the campaign the financial services industry is waging via television, the web and e-mail, in hopes of convincing the public that the new fiduciary standard rule ... is bad for consumers of retirement savings advice -- the very group intended to benefit from the regulation. This campaign ... has taken on David-and-Goliath proportions. That is because most proponents of the rule are generally not in the for-profit world and have tiny budgets. But there may be good news for those in favor of consumer protections: Increasingly, more sophisticated technology is enabling less conflicted, less costly advice for the masses."