you can't compare the turnover ratio of individual equities to that of a fund. the turnover ratio of a fund (mutual fund, etf, managed portfolios like Horizons, hedge funds, etc.) relates to how often the individual holdings in the portfolio itself are turned over. in other words how frequently are they buying and selling stocks within the portfolio. the turnover ratio of an individual equity, as it states in the commentary, is the proportion of outstanding shares traded each year. comparing the 2 doesn't make any sense. it's apples and oranges. furthermore, they seemed to have used the individual equity definition of turnover ratio and applied it to the etf's. that's either incredibly stupid, thoroughly confusing, completely disingenuous, or all three.
I suppose their analysis of international etfs hold water, but I'm not sure people invest in those funds thinking that they're participating specifically in the rise in local demand. if that's the reason you're buying a country specific etf, then I guess that's good information.
The points they make on market-value weighted indices are good ones, but not ground-breaking. the idea of equal-weight indices is as old as etfs themselves.
finally, the graph at the end comparing the performance of what I assume is their flagship investment strategy to that of the S&P 500 is laughable. the S&P 500 is made of 500 of the largest, most widely held corporations in the U.S. their index appears to be made up of companies that have very large insider holdings. while their are very good reasons to believe that closely held companies make for superior investments, they are also usually incredibly small (most likely micro-caps). as companies grow larger, the proportion of insider ownership obviously declines. I think this goes without saying, but obviously micro-cap companies in general are going to perform much better over a long period of time than larger corporations. they are, however, much more volatile in the short run...as you can clearly see from the graph. a fair comparison would be their index vs. the most prominent index that contains stocks of equal market cap (russell 2000?)