The existence of fundamental ETF's will increase demand for those equities with "value" characteristics. Increased demand, constant supply, increased prices. So in the short term (say 3 yrs?) the price will rise for equities with good fundamentals, thus tending to decrease their value, as their prices rise. I see this as more of a trading opportunity! Their 45 year back-testing is impressive, but leaves out the impact these new fund's themselves will have on the price/value differentials that did exist in the past.
PowerShares New Sector ETFs [View article]