weak yield killed investor demand
TGIF ultimately failed because weekly ETF investors found the yield unappealing (about 3%–4%), roughly similar to a high-yield savings account, leaving demand too weak to sustain it.
TGIF's 3%–4% weekly yield was insufficient to distinguish it from high-yield savings alternatives, resulting in demand failure and ultimate product discontinuation. Low yield at launch is identified as the structural cause of collapse.
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