Analogies always match up in a limited number of ways, so saying that the things in an analogy are different in some ways is not a specific criticism.

Apples are sold in markets. Most of us are not experts on apples any more than stocks. Yet we use what we do know to select from what is available, rather than having faith in market efficiency. Because there is information that the non-expert can easily perceive.

How can that be wrong with stocks? I'm getting the impression people are attributing the difference to the possibility of shorting stocks, but I don't think that is necessary in theory for efficient markets, and selling short is clearly not just as easy as going long, so the symmetry isn't there anyway.