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From that guide, F E and M are premium-quality letters, and in the arrangement 'FEM', they are quite a nice combination. That guide suggests premium letter combinations at 500-600% of minimum, which makes it ballpark $1000.
Having said that FEM is a _very_ nice combination, fem.com is what looks like a German lifestyle magazine, so there's probably no nasty trademark conflicts.
And as with all names, it just comes down to whatever somebody is prepared to pay. Are there any Fred Englebert Masons out there ?