Yeah MWST jumped into it last week, that Specialist seems to come and go with the volume surges. Its not profitable unless there is a decent amount of volume or they wind up taking on too much risk. Remember they have to buy and sell even when no one else wants to do either. CBOE also is posting a bid/offer but at .01 by 6.0, in other words, he is not trading, I have no idea why he's even posting it.
A really rich person, ie, an institutional investor, has to go through the same processes as anyone else, with the exception that they also have a Level III available to them (not sure this applies on the AMEX) that lets them post larger orders. An instiutional investor would probably use a Specialist but they can also use a third party broker to try and get it done themselves.
