The puzzle, stated properly
Someone quoting a two-sided market posts a bid below their estimate of value and an offer above it. The obvious story is that the gap is their margin, and that competition should erode it.
But the puzzle survives every attempt to remove the obvious costs. Suppose exchange fees are zero, the quoting firm has no capital costs, no technology costs, and competes so hard that it earns nothing in expectation. There is still a spread.
The classical result is due to Lawrence Glosten and Paul Milgrom, in "Bid, Ask and Transaction Prices in a Specialist Market with Heterogeneously Informed Traders", Journal of Financial Economics, volume 14, 1985, pages 71 to 100. Their conclusion is exactly the counterintuitive one: a positive spread arises with zero transaction costs and zero expected profit for the quoting participant.
Something other than cost is being paid for. Working out what it is explains most of what market makers do.

