Some of Vanguard's most popular products include the Vanguard MSCI Emerging Markets ETF ( VWO), the Vanguard MSCI Total Market ETF ( VTI), the Vanguard Barclays Total Bond ETF ( BND) and the Vanguard MSCI Europe Pacific ETF ( VEA). As the Vanguard's inflows suggest, the firm has done a remarkable job of molding its line of ETFs to meet the desires of today's investors. ETF investors are a frugal bunch who will certainly cross the street for lower expense ratios. Without issuing a single futures-backed commodity ETF or a single leveraged ETF, Vanguard has still managed to become an industry-shaping presence. If ETF investors want what Vanguard's got, the entire industry might start taking a hard look at its roots in order to envision the future of the ETF universe. At the time of publication, Dion Money Management held no position in the stocks mentioned.