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And I did the math, and I think at that point in time, roughly speaking, assets in ETS were roughly just 10 percent, 12 percent of assets in mutual funds and I was pretty convinced that that number was to increase significantly. I mean, when I was in Chicago, one of my best experiences in Chicago was when Spain won the World Cup in 2010.
Following the financial crisis and the Fed cutting rates, economy and the market starts recovering in late 2009 and then 2010 and we kept hearing from a lot of different value corners, hey, everything is richly priced. And then, most importantly, I do love his ethical antenna and his kind of truth-telling obsession that he has.
NADIG: And trying to help people understand what that means for next week, and the next year, and the next decade, to position products underneath it, like ETFs in 1992, or model portfolios in 2000, or direct indexing in 2010. I read all those academic papers, I understand where the math comes from. It’s how math works.
I’d been ranked i i back in the seventies, if you can do the math. And then it turns out, you know, the market, if you go from 91 forward market just sort of went up and business was good and it was good basically until maybe 2010. So at that point, I had a pretty big career. You had the bull market in the nineties.
RITHOLTZ: So wait, you’re, I’m trying to do the math, if you were 24 in ‘08, so you got this watch in 2000, 99? But there were a lot of other purveyors of watches that really were not super, super ethical folks. But by 2010, Amazon is immense. Jeff, what were you doing in 2010? This was probably 2010 or so.
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