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Maybe it was bought for use as a brand rather than anything else? If that is the case then value wrt the name is a "how long's a piece of string" argument as it's purely down to the perceived value to the buyer.
It sounds short and snappy, so I think it's pretty brandable. Other possibilites:
- Private Medical Service (Vitamins Injections, Vaccines)
- Alcoholic drinks product/company
- Gunowner Site
- Photography Website
- Football Site (shots on goal)
Maybe medical or drink product ideas have the most potentialy. Will be interesting to see what happens with it.