The thinking behind the original Black-Scholes formula is criticised on the grounds that it holds out the quite unrealistic prospect of risk-free operation, that it can sacrifice asset maximisation to exact meeting of the contract, and that it restricts investment to those stocks on which an option is being sold. An alternative approach is given, based on a model of risk-averse asset maximisation, which, while meeting these criticisms, gives the option price in the familiar form of a discounted and weighted conditional expectation of the seller's liability at maturity. This evaluation is extended to a completely general stochastic model of stock price evolution; consideration is also given to the possibility of seller's ruin.