I see.
However, I'm not really looking to sell it to someone who doesn't know a use for it - he/she would in that case, not be my end-user. I personally think its a self explanitory name - especially for those who are in that industry. Had I approched a potential buyer and they'd asked that question - you can bet your as* the answer would've been different.
Secondly, its a type of name I'd prefer to develop considering the high search volume. Getting a name like this ranked well is usually my first priority... its alot easier to sell to my targets once its ranking for product keywords which they sell (also, by that stage... the fact its a .org doesn't matter much).
Anyway, thanks for your input so far. Anyone else with any questions or appraisals?