Tim Harford in "The Undercover Economist" has a neat description of how the market isn't rational and really can't be predictable. So I'm not worried about machines in the market as they can't really do any better, I believe.
As for the super-rich, they have asset managers who pool family funds. Even a small family fund will have millions invested and a small asset manager will have billions under management (pick your own major currency). Every millionaire will be doing the same thing so none of them get an advantage and going against the herd would be unlikely to pay off, short to mid-term (again, my reading of "The Undercover Economist").
As for the super-rich, they have asset managers who pool family funds. Even a small family fund will have millions invested and a small asset manager will have billions under management (pick your own major currency). Every millionaire will be doing the same thing so none of them get an advantage and going against the herd would be unlikely to pay off, short to mid-term (again, my reading of "The Undercover Economist").