Perhaps predictive is the wrong term. But they need to be something other than words. If they are indistinguishable from noise, then they are likely doing more harm than good.
I'm just not getting the point of the style risk factors. If they don't make money, then any algo that relies on them heavily won't get selected for an allocation in the first place; there's not need to mitigate them with the Optimize API. And if they did make money, then Quantopian wouldn't classify them as risk factors. What am I missing?
I just don't know how to distinguish them from a kind of marketing gimic.