There is a law of diminishing returns for the Fidelity Investments of the world. If you tell people to save more than what they are comfortable with and what the conventional "experts" say, you will alienate them and they will either stop saving altogether or go somewhere else where they hear what they want to hear. The 5 to 12 percent (and of course there's an employer match in the discussion) is what people are willing to accept, given how low in the hierarchy of perceived needs saving for retirement is.