I caught this television commercial for discount stock broker Scottrade, with “Ron” discussing why he uses Scottrade.
Essentially, Scott trade is trying to promote itself as a place where their costumers can get individualized service for the way they trade stocks – you’re a name, not a number, and how at Scottrade, you can actually speak to people over the phone or visit actual physical offices (I know, what a concept!).
I’m guessing Scottrade is aiming at their competitors like E*trade and TD Ameritrade.