This Element is an excerpt from The ETF Trend Following Playbook: Profiting from Trends in Bull or Bear Markets with Exchange Traded Funds (ISBN: 9780137029013) by Tom Lydon. Available in print and digital formats. Why ETFs are attracting millions of investors who used to rely primarily on mutual funds. Exchange Traded Funds (ETFs) are giving mutual funds a serious challenge for market share, and the events of 2008 could well be the tipping point. If you hold ETFs up side-by-side to any mutual fund, their advantages are undeniable. They've got investors-of all types, styles, and strategies-very excited.