Also, and it sounds like you are, you need to be familiar / comfortable with limit orders or market orders. That sometimes can scare folks who are used to not-very-time-sensitive daily-priced mutual funds.
I'd just use market orders all the time except I'm a little freaked out about momentary (on the order of minutes) market freak-outs as happened a couple months ago. Limit orders priced at the current price (or 1 cent higher) is pretty much just my way of enforcing a sane market order.
http://www.businessweek.com/magazine/content/10_31/b41890509...
It's about commodity ETFs so maybe index fund or other ETFs don't have the same problem, but the message I got out of it is that there are plenty of unknown unknowns here.
Yeah, that sort of thing is what scares me about investing. I don't want to do it full-time, but it looks like there are tons of smart people out there who do make it their job, and are out to get you.
What's more, the more expensive (again usually actively managed) funds tend to have high turnover, and turnover implies a huge tax penalty for taxable investors in taxable accounts. So if anything, the winnings of lower-fee index funds are understated, as turnover-generated tax hits are not disclosed well.
I agree with the author completely - hopefully more disclosure, legislated, would entice more people to shop for lower-fee funds.
(Full disclosure, I run a startup that's based on helping people do index investing, so I might be biased ;p)