I disagree a value cannot be assigned. Value can be determined within reason on keyword based names. How popular how hot is the word, how many types of businesses could use it, how many end users,how many extensions registered or in use, how short is it,etc.
Made up brandables with no indication of a real word are harder to measure and are more risky imo unless they are 4 to 5 letters, suggest some real word and are highly pronounceable.