Well, that has always been the case since time eternal. This is not just restricted to PC Jewellers - cuts across all stocks, all assets and in fact life in general.
An analogy ( not a perfect one ) that we can relate to is when we go to a huge food court or a street lined up with eateries - lets say we have no idea about any of the food outlets there but as always we want the best food. Now, we can do some hard work by visiting as many outlets that we can, go through their menus in detail, draw up learnings from similar such experiments in the past, talk to many people as you can, shortlist a few and figure out the best possible one. We may not still get the best but if we do this time and again every time we visit such food zones, we get better at it over a period of time. But then, most people take the easy way out and tend to visit the outlets where they see the most people. And what they end up with is the average regular food and an average experience.
In my opinion, humans have both survival and predatory instincts but for most of us, our survival instincts overcome our predatory instincts. So there is always the tendency to follow and be with the crowd or the majority. The stock market is no different - we perceive those counters to be good where you see the most people shopping. You only start doubting products when you see people moving away.
This is the reason why only a few independent thinkers end up making money consistently over a long period of time. The larger majority will always end up disappointed - they all want above average returns by doing average work ( which is to be with the crowd/majority ).