First impression: sounds like a game! I like monkeys so I like the name, lol. Seriously though, I think its brandable. If you have the ideas to go with it then certainly develop it.
I can't think of much that can be done with it... but if you have the time and are willing to make an effort - then you could make it into some kind of running comic script style site... about say... err... MobsterMonkeys!! Or somewhere people can submit thier cartoons or comic strips/or even flash movies etc. and the mobMonkeys rate them or something along those lines. Yes a bit far fetched, but unique things like that usually set a trend.
Valuations:
Regfee -> Low $xx - as is, to a reseller
Low -> Mid $xx - as is, to an end user
Unless you're going to get over $20, I'd suggest you just develop it a little, even stick a few small pages and it will improve what you can get from it.