Simply put, if the market doesn't fully understand a situation there is a better chance that it won't be valued correctly.
A good example of this according to Burbank is China. China was irrelevant in the world back in the late 90s but people weren't paying attention. Then as copper, oil and other commodities started rising despite the fact OECD countries weren't growing very fast the market started to learn about China's influence.
The market figured this out well after the fact.