One very unique thing about Rydex is the total package view it takes on all of its products. Every product it introduces has to be able to tie in with its use of Modern Portfolio Theory, something it calls Essential Portfolio Theory . The strangest part of my experience at the conference was that no one was manning the iShares booth or the State Street ETF booth the entire time. One last note about the list of ETFs that readers asked for: Many of them are in the works, and a few of them already exist. I got a few reactions from company representatives like "Hey, we already have that!" To that, I replied that if people don't know about it, it does not exist.