The ETF market is looking a lot like showings of Christopher Nolan’s The Odyssey: crowded and breaking records. There have been 868 ETF launches in the US through July 27, according to CFRA data, putting the market easily on track for yet another record-breaking year. Searching for ETF IthacaA launch far from guarantees a fund’s survival, but that’s not stopping issuers from seeing what sticks. “Right now, the US ETF industry is still in growth mode and newer, smaller issuers are experimenting with multiple launches,” said Aniket Ullal, head of ETF research at CFRA. The ProShares GENIUS Money Market ETF (IQMM) hit the market in February and has AUM of roughly $18 billion.