>Many sellers claim their sites will require "no time to maintain" and that future returns will likely continue, but it's often a lie and thus you don't get the multiple that is truly justified.

This, the numbers they show are often a result of a pump that isn't sustainable. I've watched a bunch of youtube videos from people on the buying and selling side of things, and it's readily apparent that the values are temporary for most of the sites. The scam sites outnumber the legitimate long term ones and both are sold on the same platforms.