Why is a company's own bond yield the wrong rate for its stock, and who really sets the discount rate on a dividend?
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One discount rate per cash flow, matched to its risk
State that each expected dividend is discounted at a rate commensurate with its own risk, and give both justifications: the reward investors demand for bearing risk, and pricing a replicating portfolio.
A company's bond yield is the wrong equity rate
Record that the rate comes from the market's price for the cash flow's risk, not corporate policy or the firm's debt, noting the effect of leverage and the Nobel-salary anecdote.
Insider knowledge versus the market's comparison with peers
Contrast the frictionless view of the market as final arbiter with an insider's knowledge of the firm, and record the counterargument about how a firm compares with its rivals.