There are plenty of ETFs out there that are gimmicky and some that are core. Do you remember a time that there was a mutual fund based on Woman’s shopping trends? How about the one that only invested in the hot trends of teens? There are even those that invest in the “bad stuff” – like the Vice Fund – (VICEX).

One would think it could be a contrary indicator when a new ETF appear that invests in a red-hot sector. Maybe jumping-the-shark?

The NASDAQ IMX Smrtphone index is the backdrop of the FONE ETF.

So, is it too late or is it just in time? Comments welcome…..