Why couldn't Samuelson price an option from its expected payoff, and how did Black, Scholes and Merton escape risk preferences?
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Early attempts: an expected payoff is not a price
List Kruizenga 1956, Sprenkle 1961, Samuelson 1965 and Samuelson–Merton 1969, and record that each valued only through expected growth, risk aversion or utility.
Two routes to the same equation
Describe Black's derivation and the mathematician's recognition of the heat equation, then Merton's dynamic hedge: a riskless option-and-stock portfolio with zero payoff must cost zero, or arbitrage exists.
Publication in 1973 and the 1997 Nobel Prize
Record the rejections before the Journal of Political Economy paper, Merton's delay of his own Bell Journal paper, and the 1997 Nobel Prize awarded to Scholes and Merton.