Chapter 2
Greek Philosophy
In late 2006, just in time for the Christmas shopping season, Sony
released the PlayStation 3 (PS3). It was such a hot item that people
stood in line for hours—and in some cases days—to be among the
fi rst to own one. The problem was that many stores couldn’t stock
enough of the computer entertainment systems to meet the demand
on the day they were released. To keep the peace, some stores gave
out tickets that gave the holders the right to buy a game system. For
some of the more entrepreneurial PS3 enthusiasts, this was an op-
portunity. Some gamers sold their right to buy the PS3. The tickets
themselves had value. What gave these tickets representing the
right to buy the PlayStation 3 value? The same two things that give
everything value: supply and demand.
Price vs. Value: How Traders Use Option-Pricing Models
Like the PS3 ticket, the right to buy or sell an underlying security—
that is, an option—has value because of supply and demand. There
are several variables in an option contract, however, that can influ-
ence a trader’s willingness to demand or supply an option at a given
price. For example, a trader would rather own—that is, there would
be higher demand for—an option that has more time until expira-
tion than a shorter-dated option, all else held constant. And a trader
would rather own a call with a lower strike than a higher strike, all
else kept constant, because it represents the right to buy at a lower
price.
Several elements contribute to the value of an option. It took
academics many years to figure out exactly what those elements are.
Fischer Black and Myron Scholes together pioneered research in
this area at the University of Chicago. Ultimately, their work led to
a Nobel Prize for Myron Scholes. Fischer Black died before he could
be honored.
In 1973, Black and Scholes published a paper, called “The Pric-
ing of Options and Corporate Liabilities” in the Journal of Political
Economy, that introduced the Black-Scholes option-pricing model
to the world. The Black-Scholes model values European call op-
tions on nondividend-paying stocks. Here, for the first time, was a
widely accepted model illustrating what goes into the pricing of an
option. Option prices were no longer wild guesswork. They could
now be rationalized. Soon additional models and alterations to