Depends on the type of business. If I went to pro view to buy iPad name they would look at my business and determin it's value.
If apple went to buy iPad name the same would happen.
Now if apple sent me to buy the iPad name and the business looked at me instead of apple how would you feel if you were that business?
I'd feel robbed and cheated. How can you feel any other way?
To me, it sounds like you are defending the likes of domain squatters. You know, the people who buy, say, the domain "xyzzy.org" because they hope the company Xyzzy will want to buy that domain, and will pay handsomely for it so you stop publishing whatever there.
If you have something to sell, you should (in my unreal and idealistic world) sell it for a fair price to you. Anything else is trying to make a quick buck, or creating a bubble. And we already have a lot of those, haven't we?
(Of course, "fair" has some considerations, like being informed of what you are selling exactly...)