IMO because "people" over-invested their expectations in them away from the real economy because the real economy had been and still is suffering partly from bad economic policy making in the US, Europe, the world, but mainly due to over-regulation and red tape stifling the real economy/business mainly in US, Europe.
So while the financial system needed more regulation (and did get some, but IMO needs more, maybe a major overhaul of the system), the real economy and its firms (especially SMEs and micros) are still suffering from over-regulation, red tape and bad policies.
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