That's not a model, but rather just a specific case of applying Black-Scholes for the ATM case.
Quote from thenmmm:
how much credit should be given to the historical volatility though, after all we all know the gambler's fallacy problem (just because a coin has tossed tail 100 times, there is no reason to believe that head is much more likely to occur).

Don't over-think it! Use B-S (or other) to model what will happen to your position if certain things happen (e.g. time passes, stock price changes, interest rate changes, dividends, volatility changes due to whatever factors, etc.). Making profits comes not from better modeling the price option from given inputs, but from correctly estimating those inputs, and the potential risk and profit the result. ... And no, the market isn't random (e.g. coin toss, etc.). And no, options trading isn't a zero-sum game because of the trading costs. ...Quote from thenmmm:
Well? ... thanks!
