“…6 We assume that investors care mostly about maximizing return, subject to a penalty for or concern about risk (in the sense of volatility). We also assume, however, that investors care about liquidity, taxes, and other investor costs (see Ibbotson, Diermeier, and Siegel 1984); some might regard this list of concerns as "behavioral," and we do not mind the label, although we could just as easily argue that a purely rational investor facing friction costs would be averse to illiquidity-and so on down the line of other nonrisk, nonreturn attributes. At any rate, the evidence that investors dislike trading their liquid portfolios for illiquid, but otherwise very attractive, life annuities is overwhelming.…”