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MR. MARKET TODAYKO 78.42COST 1015PG 167.30MCD 305.80AAPL 234.10MSFT 478.5530Y TREASURY 4.97%IV PROTOCOL v1.0 — OWNER EARNINGS DCF“BE FEARFUL WHEN OTHERS ARE GREEDY” — W. BUFFETTMR. MARKET TODAYESTABLISHED 2026
MR. MARKET TODAYKO 78.42COST 1015PG 167.30MCD 305.80AAPL 234.10MSFT 478.5530Y TREASURY 4.97%IV PROTOCOL v1.0 — OWNER EARNINGS DCF“BE FEARFUL WHEN OTHERS ARE GREEDY” — W. BUFFETTMR. MARKET TODAYESTABLISHED 2026
Vol. I, No. 1
A daily reckoning of price vs value

Mr. Market

The Daily Tape · Established 2026 · Edited from Olympia, Washington
Dispatches

Editorial commentary from the floor.

The narrator on Mr. Market's moods, day by day. One business at a time.

BUREAU · 2026-05-09

Introducing The Cohorts.

Every portfolio Mr. Market would have picked, on the day it was picked — and what it's done since. The archive opens with twenty-six vintages and grows quarterly.

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TAPE · 2026-05-09
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On the depressed mood today.

Eleven of the thirty businesses on the Tape are presently offered below intrinsic value. The editors on what that does, and does not, mean.

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MA · 2026-05-09
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On Mastercard, today.

Mastercard is the smaller of the two great payment-network toll booths. The protocol treats it almost identically to Visa, with one revealing difference.

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BUREAU · 2026-05-09
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Introducing The Five.

A simple test of the protocol — buy the five most-undervalued names every year, hold them, repeat. We've run the numbers back five years. The results are on the page.

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JPM · 2026-05-09
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On JPMorgan, today.

Banks do not fit the standard Owner Earnings DCF. So we built them their own model — and JPMorgan, on the new one, comes out priced richly.

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NVDA · 2026-05-09
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On Nvidia, today.

Nvidia is the single business that every other technology business presently depends on. Mr. Market knows. The protocol is, accordingly, sceptical.

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BUREAU · 2026-05-09
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Why we paywall the math.

The protocol is free. The publication is not. A short note from the editors on the difference, and what your subscription actually pays for.

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V · 2026-05-09
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On Visa, today.

Visa is the toll booth between every credit-card swipe and the merchant on the other end. Mr. Market is asking $326. We think the business is worth materially more.

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MSFT · 2026-05-09
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On Microsoft, today.

Microsoft is the rare technology business that compounded for forty years without being disrupted. Mr. Market wants $422 for it. Our protocol comes back higher.

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COST · 2026-05-09
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On Costco, today.

Costco is the rare business whose intrinsic value is calculable from a single membership renewal rate. Mr. Market knows this — and asks accordingly.

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TAPE · 2026-05-09
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The shape of a mood.

On any given Tuesday, Mr. Market is asking the wrong price for nine stocks out of ten. The art is recognising which way the mood is bent today.

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AAPL · 2026-05-09
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On Apple, today.

Mr. Market is asking $293 for Apple. Our protocol comes back at $493 — and that is precisely why we layer a sector risk premium on top of the long Treasury.

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KO · 2026-05-09
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On Coca-Cola, today.

Mr. Market is asking $78 for a business that is worth, by our reckoning, closer to $89. He is not yet manic, but he is no longer depressed.

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