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Looking at sales of other domains I don’t think 10M is insane for the right buyer.

https://en.wikipedia.org/wiki/List_of_most_expensive_domain_..., Beer.com sold for 7M in 2004.

But beer is a much more valuable category for advertisement, and potentially a much more lucrative domain to have. There are social networks devoted to beer (Untappd), communities oriented around it, etc.

That was 20 years ago

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