It's funny how no one replied to this, and how little interest in general this ETF has attracted. AUM is well under $25 million, and the bulk of that is probably managed accounts at Alpha Architect that they transferred over to the ETF structure.
It just goes to show how perverse the incentives in institutional money management are. Actually do something different instead of just secretly track the index, and you can't raise money because you don't have the marketing infrastructure.
By the way, since your post came out, they've also come out with IVAL (which I'm a little bit more sceptical of, not the least because they have well less than $5 million in AUM!).
I also enjoyed the posts on Alpha Architect making digs at the Gotham Funds. I thought the one where they discussed manual implementation of GENIX using the Magic Formula and managed futures was interesting.