Dennis Tito, the main competitor to BARRA (Barr Rosenberg and Associates) commented: "Despite all we're doing, he gets all the coverage. Somebody came up to me the other day and said That Rosenberg's fantastic. Did you know he runs four miles a day?' Well, I run four miles a day, too, and nobody knows about it. I'm sure he has an interesting lifestyle, but I have an interesting lifestyle also, and nobody knows about that either." (Welles 1978, p. 66) Rosenberg was not simply applying the Capital Asset Pricing Model but deploying statistically more elaborate models of risk and return.

Donald MacKenzie, An Engine, Not a Camera, loc. 1479