Separate market context from business value
Comparable sales, extension, length, language quality, and commercial usefulness can establish context. Your own value depends on brand fit, alternatives, budget, and the cost of not owning the name.
Automated estimates are reference points
Automated appraisals can help compare a group of names, but they cannot fully model a buyer's strategy or the uniqueness of a specific brand.
Anchor to alternatives
Price the decision against the best realistic substitute: a different name, a modifier, another extension, or delayed acquisition. That comparison is more useful than arguing over a theoretical universal value.