Here's a toy example that vividly demonstrates the difference between the no arbitrage and the expected prices of an option.
To keep the math simple, I will assume a risk free rate of 0.
<a href="http://www.yoyodyne.com/">Yoyodyne Corporation</a> (ticker YOYO) has a remarkable pricing history. It has grown at 3% a month, every month, for the past 2 years. What's more, the price curve is a perfect exponential, with no down days. Its price on January 20, 2011 is 9.71.
On January 20, 2011 Marvin Marketmaker prices the $10 strike one year YOYO call option. The log price chart of YOYO is a straight line with slope mu = 12*ln 1.03 = 0.3547. The daily returns are constant, i.e., their distribution is a Dirac delta function. But that's just the degenerate case of a normal curve with standard deviation 0. With constant returns the volatility is, of course, 0. So the price behavior is an edge case, but it fits the BS model. With both the volatility and the risk free rates at 0 the Black Scholes price for the $10 strike one year YOYO calls is 0.
Marvin wants to make money so he sets the ask price for the calls at 0.05, enough above the BS price to cover hedging costs and leave a profit.
On that same day Suzy decides to calculate the expected price of the Jan '12 $10 YOYO calls. She looks at the markets and operations of Yoyodyne and concludes that the stock price will continue to grow at 3% a month. In other words, the log price will continue to be a straight line, with mu = 0.3547. With the volatility at 0 there is no random component so the future expected price is trivial to compute: 9.71 * (1.03)^12 - 10 = 3.84. The risk free rate is 0 so that's also the current expected price. Suzy sees that the calls are priced at 0.05, well below 3.84, so she happily pays $5,000 for 1,000 calls. Note that that high value of mu was vitally important to Suzy but ignored by Marvin.
Marvin's balance sheet after the sale to Suzy looks like this:
Short 1,000 YOYO Jan '12 $10 calls
Cash: $5,000
Marvin does not buy any YOYO shares because the delta on the calls is 0.
On February 20, 2011 YOYO stock hits 10.00. At that point the delta instantly changes from 0 to 1. Marvin hedges by buying 100,000 shares of YOYO. Due to slippage and commissions he gets them at an average price of 10.01. Marvin's new balance sheet looks like this:
Short 1,000 YOYO Jan '12 $10 calls
Long 100,000 YOYO shares, bought at 10.01
Cash -996,000
Fortunately Marvin is a good friend of Ben Bernanke and can borrow at 0%.
Not much happens for the next 11 months, the delta stays at 1 so there's nothing for Marvin to do.
On January 20, 2012 (expiration Friday) Suzy sells her calls for their intrinsic value. YOYO is at 13.84, so Suzy gets 3.84 for the calls she bought for 0.05. Her profit is 384,000 - 5,000 = $379,000.
Marvin buys back the calls from Suzy for 3.84, and sells his YOYO shares. Because of slippage and commissions he averages 13.83 per share.
Marvin is left with -996,000 + 1,383,000 - 384,000 = $3,000.
So, BS theory worked. Marvin made a profit by selling above the BS price and delta hedging.
But Suzy didn't do at all badly, she made 126 times as much as Marvin.
Marvin used the no arbitrage price, appropriate for a delta hedger. Suzy used the expected price, appropriate for a speculator. To make the math trivial I assumed a magical chart with 0 volatility. But had I made the example a bit more realistic, with, say 10% annual volatility, the disparity between the expected and no arbitrage prices would still be stark. The BS price would be about 0.27, and the expected price would be about the same as before. Suzy would still get better than a 10 bagger.