UMU,
If you have a 50% shot of either losing the entire $100 or gaining $100 and the investment is $100, why would someone insure that for a small price? Think about it - if every "bet" would be insured for just $25, you would make a small fortune quickly by doing the bet over and over, making $100 (minus $25) 50% of the time and losing only $25 50% of the time.
So, in that case, I would have to imagine it would cost around $50 to insure, and thus wipe out any profits.
However, it strikes me that your example is much more like Blackjack then the stock market. The stock market is not usually a bet where you then lose 100% or double your money, and the final outcome often isn't decided for a long time.
For the stock market, you have to decide:
1. How long do you want the insurance to last for?
2. How much of the bet do you want insured?
For example, if you buy a stock at $50, and you want insurance if it falls below $50 for 2 years, that insurance will cost alot more then if you want insurance if it falls below $40 and that insurance is only good for 3 months. That of course wouldn't be complete insurance as you would eat the $10/share in losses before the insurance from the puts kicks in.
There may or may not be a perfect formula for what the insurance should cost, but the BS formulas basically will tell you what the insurance will cost you once you know the numbers to input into the formula.
JJacksET4