Obviously. The problem here is estimating profits and risk.

I hope it was 'oh, that's obvious' rather than 'duh... obvious'. I mean, many people just try to evaluate the dream. Others try price earnings ratios. But rarely do I hear mention of this type of analysis, so I decided to mention it.

It's the latter, but my comment was directed against the great number of people who fail to understand that all sensible ways of pricing a business are just attempts to estimate its future earnings and liabilities.