For the particular retail customer, the recommendation must rest on a reasonable belief that it is in that customer's best interest, weighing the customer's investment profile against what the recommendation could cost, return and risk, and without placing the firm's or the individual's interest ahead of the customer's. Cost is a factor that must always be considered, though not the only one, and reasonably available alternatives offered by the firm are part of the judgement.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.