The authors, known for their three-factor asset price model, provide a simple framework for examining how disunity in the payment of assets and the taste of assets as consumer products can influence security prices. Their approach is based on a market balance argument, which indicates that these two conditions have an impact on the price, although the magnitude of these effects is not certain. The known investment price model (CAPM), introduced by Sharpe in 1964, and its successive iterations (the most notable being Merton`s intertemporal CAPM, the ICAPM) are problematic because they do not explain the average returns of the shares, as they are mainly challenged by the inability to grasp the impact of the value premium and the dynamism on the price. The literature addresses the weaknesses of the standard model with regard to differences of opinion on payment – 40 years ago already with Lintner (Review of Economics and Statistics, 1965) – and with regard to asset consumption. “Inconsequentical” literature tends to be largely mathematical in nature, which the authors try to overcome by focusing on a simple approach. And the literature “flavours” gives reasons to hold assets that are not just a game on their expected disbursements, including holding an employer action, socially responsible investments and biased houses. The authors` discussion on the impact of differences of opinion on price on a market balance platform. In a balanced state, the price acts to encourage informed investors to overweight (relative to the market) underweight assets (relative to the market) by misinformed investors. However, if investors are risk averse, the balance is only partial and prices retain traces of misinformation. Regardless of the intractable measures taken by informed investors, the balance can only be achieved if ill-informed investors are informed. In other words, informed investors are not encouraged to rebalance prices. The authors characterize their argument as an equal market version of Shleifer and Vishny`s “Limits of Arbitration” argument (Journal of Finance, 1997).