Jackpot!
This a good brandable.
It's an acronym for several groups / companies.
It'a family name.
And it gets a few searches.
Either hold it until a juicy offer comes in, or hire a broker like Toby Clements.
I would try to hold out for mid $x,xxx (end user). Certainly not less than low $x,xxx.
I am ignorant of reseller values.