In a model with no given probability measure, we consider asset pricing in the presence of frictions and other imperfections and characterize the property of coherent pricing, a notion related to (but much weaker than) the no arbitrage property. We show that prices are coherent if and only if the set of pricing measures is non empty, i.e. if pricing by expectation is possible.We then obtain a decomposition of coherent prices highlighting the role of bubbles. Eventually we show that under very weak conditions the coherent pricing of options allows for a very clear representation which allows, as in Breeden and Litzenberger [7], to extract the implied probability.principle of modern financial theory, i.e. risk neutral pricing. Although many an author inclines to believe that this basic principle rests on the simple tenet asserting that markets populated by rational economic agents cannot admit arbitrage opportunities, the proof of this claim, the fundamental theorem of asset pricing, has long been a challenge for mathematical economists, from Kreps [26] to Delbaen and Schachermayer [14]. In fact it requires a much more stringent condition than absence of arbitrage in which probability is needed to induce an appropriate topology.