<r>I once saw an article saying that one of the creators of B-S model (Merton) was riding Chevrolet Vega (<URL url="http://en.wikipedia.org/wiki/Chevrolet_Vega">http://en.wikipedia.org/wiki/Chevrolet_Vega</URL>) and, since "vega" sounded Greek-like, humorously proposed the name for the sensitivity t...