Industry super funds: How labels hide investment risk

Don't judge an investment by its name

In Australia, some names become so successful they take over the product.. We call a portable ice box an Esky and a rotary clothesline a Hils Hoist, irrespective of who made them.. Something similar has happened in the investment world, where "industry super fund" and ETF have become shorthand for entire categories of investment - and that can be dangerously misleading..