This is real estate
A lot of people still think along the lines of physical property having value, and cant really fathom something that was created with some code, to have a value to it. This website is an asset, a profitable form of business, just as any business downtown would have. $10,000 would be a steal for this site. Consider long term value, as well as the foundation value. Lets put it this way, one of those turnkey sites on E-bay COULD go for a few hundred bucks, if the buyer didnt know anything about it. A knowledgeable person would pass on them anyday. Why? No database, no customers, etc. If this site were put up today on E-bay with a minimum bid of $10,000, people would be trampling over each other to get the final bid in.
I'd put a tag on it atleast 25,000-40,000 (low end)