I find it disconcerting that what people know as investment strategy is now being relabeled as investment styles. This will become confusing to people who think of small, large, value and growth as styles and hedge funds as investment strategy.
It's no different than ETF companies calling every sophisticated trading strategy they come up with as "passive indexing" because it follows a highly quantitative set of rules that's labelled an "index" by AQR, S&P, Russell and every other "index provider" on the street.
While I'm not arguing for or against these strategies, oops, I mean styles, the marketing of them is just more mud in the water of passive management.
Mutual fund investing is simple. There is risk, there is return, and there are costs. All else is marketing.