Why Morgan Stanley, which has 15,000-plus financial advisers catering to the super-wealthy, is buying a discount broker known for its talking baby ads

· Morgan Stanley said on Thursday it planned to buy E-Trade in a deal set to close in the fourth quarter.
·  Morgan Stanley is making a big play for smaller, Main Street customers it's long tried to reach, through E-Trade's self-directed brokerage platform and stock-plan administration business.
· The bank is also making...