>and there is a tremendous amount of marketing online for passive.

There’s a lot of advocacy for passive investing because it’s practically the only good option for retail investors. Managed funds can actually afford to advertise.

There are problems with passive investing becoming such a large portion of public investment, it is practically corporate welfare. But when the alternatives are at or around 2 and 20, with most performing worse than index funds, it’s irrational for the average person to do anything but passive investing.

That's true, but what are the alternatives? Personally I do have alternative investments (crypto, random held stocks) but it's because it's fun money - if it goes to zero, I'm not going to lose the house.

If it's the first time it's failing then there's really nothing anyone can do to prepare for it, and I certainly wouldn't recommend laypeople to try to time the market.