Investors who favor gold have provided many reasons for gold's nearly 30 percent decline in 2013 and overall demolition since it hit $1,934 in September 2011. But on CNBC's "Futures Now," noted investor Marc Faber provided an especially interesting one.

Investors are shunning gold "because the media doesn't like gold," Faber said by phone Tuesday from Thailand. "Nobody at CNBC owns gold. Nobody at Bloomberg owns gold. Gold is being constantly talked down by the media, and Fed officials, and economists, who also don't own any gold. They're all stocked up in equities."

Indeed, Faber, editor and publisher of the Gloom, Boom & Doom Report, has a major problem with the very language used to describe gold proponents.

"When people talk about people who are optimistic about gold, they call them 'gold bugs.' A bug is an insect. I don't call equity bugs 'cockroaches.' Do you understand? There is already a negative connotation with the expression of 'gold bug.'"