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The Big Take

Hunt for Hottest Tickers Creates a New Gray Market on Wall Street

Strong fund names have been shown to boost trading in U.S. stocks, and the day-trader invasion is making them key to new ETF success

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Will Hershey is playing hardball. He flat-out rejected $100,000 and shrugged at $250,000. Fine, I say. What if someone offered you $500,000?

“Hold on,” he says. “Let’s take a step back. I don’t own the ticker.”