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Why is Gold so popular investment?

It seems like it is highly disadvantaged when compared to other assets as:
-It is aggressively taxed compared to other investments (28% v. 20%)
-It has little intrinsic value unlike real estate or stock on companies
-It is usually bought at a premium, and sold at a discount in terms of physical gold
-Not spectacular constant returns
So, why is it such a popular investment?
$Gold(BK2110.US)$ $GoldMining Inc(GOLD.CA)$ $ZHAOJIN MINING(01818.HK)$
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