This ETF is targeted in nature, offering a way to play a specific sub-sector of the consumer discretionary market. Retail is generally a high beta sector of the U.S. economy, making this ETF a potentially useful tool for those using sector rotation strategies or seeking to implement a strategic overlay ahead of an expected bull market. PMR may also be a useful trading tool ahead of retail sales data reports. PMR is one of the "Dynamic" ETFs offered by PowerShares, meaning that the underlying index utilizes a quant based analytical framework to select holdings. In exchange for this attempt to generate alpha, investors can expect to pay a bit more; PMR is more expensive than XRT. For those who believe the Intellidex methodology has the ability to add value, PMR might be an interesting play. But XRT is cheaper, broader-based, and more balanced; we prefer the SPDR for access to the retail sector.