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I think it depends on the confidence about whether the site will keep getting profits in the future. In other words, the site could go out of business tomorrow or in a few months. They want to ask questions such as: how long will the site keep making $1000/month? Is there a possibility to increase monthly profits? Is there a possibility that monthly profits will decrease? Can they extrapolate the profits in the future?
They will pay 6 - 8 months of monthly profits. This sounds reasonable.
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