My appraisal is based on more than a few uniques and revenue.
Aside from the new TV show, this is a very powerful word. It can be hard to appraise a name which doesn't have alot of obvious commercial potential, but I think it is obvious this is a rare and true gem.
Also, I think it is fair to say traffic is hardly an issue in this case, with such a powerful name. Not one for parking I think
cheers