It's been a record year for ETF launches, with over 200 to date accounting for more than $5 billion in assets, Bloomberg reports. But the ETF market has proven to be a fickle one. Just as many funds launch, dozens manage to last no more than a year.

Then there are those funds that manage to capture investor attention -- and their dollars. They've managed to get ahead through a combination of marketing, investor interest, timing and just plain good luck, taking a bite out of the $140 billion that has gone into ETFs this year.

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