The rate or rates applied must be pre-tax and reflect the market's current pricing of money's time value and of the asset-specific risks that the cash flow estimates have not already absorbed; risks adjusted for in the cash flows are never reflected again in the rate. The ideal is the return investors would demand from an investment with equivalent amount, timing and risk, taken from current market transactions in comparable assets or from the capital cost of a listed entity whose sole asset or portfolio is comparable. Where no asset-specific market rate exists, the entity starts from surrogates such as its own cost of capital (for example via the capital asset pricing model), its incremental borrowing rate or other market borrowing rates, then adjusts them to the market's view of the asset's specific risks and strips out risks irrelevant to the asset or already in the cash flows, considering country, currency and price risk. The rate does not depend on how the entity is financed or how it paid for the asset, a post-tax basis is converted to pre-tax, and separate rates are used for different periods where period-specific risks or the term structure of interest rates materially affect value in use.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.