I asked the question so I probably should have put my thoughts down.
From a domain development perspective I'd agree $25 but I believe as a brandable it's worth a fair bit. If I were starting up a new marketing company, t-shirt business, graphic design group, magazine, etc then I'd actually pay a packet for it. The free marketing, instant brand recognition and affinity would be worth quite a bit.
I think it's one of those domains that if you can identify the right buyer, at the right time then maybe $10K. If you park it or let it sit on domain sales sites then $0.