Right in front of our eyes, the veil of secrecy that for so long has covered the industry is being lifted. Wherever you look, hedge fund groups are talking about themselves and their business. Partly, this honesty is being driven by the realization of a number of the bigger groups that there is value in creating a 'brand' - something that they have always seen as irrelevant. But with big institutional investor battalions moving into the industry it doesn't seem so irrelevant now. In fact, as our article about the increasing willingness of funds to join the 'transparent'