If McDonald's offers less return for more risk than Merck, why doesn't trading erase the gap, and how far northwest can a portfolio take you?
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Dominance on the versus graph
Sketch the graph with Merck, General Motors, Motorola, McDonald's and T-bills, and record that Merck dominates McDonald's with lower risk and higher return.
Forecasting versus the academic premise
Record the objection that the chart only plots history, the choice not to forecast returns, and the contrast between Buffett's exploitable mispricings and the academic premise of no tradable patterns.
The plotted positions as an equilibrium
Describe the long-Merck, short-McDonald's trade that would close a genuine mispricing, state that the picture already shows equilibrium prices, and record that what is priced is a stock's contribution to a portfolio.
Heading northwest
State that higher return is north and lower risk is west, and record the claim that simple algebra builds, for each individual stock, a portfolio that beats it.