I agree that there are other ways to value a domain/website. Let's look at selling the actual domain name. I would suggest that this CPC method would be one way to approach a potential buyer of the domain name. You can demonstrate with a live website that they could (with a small amount of effort in this case) have a top ranking website generating leads for them. The website in question is number 2 on Google and the domain name is the actual keyword.
Why don't marketing people understand this? I believe it's because it would mean someone putting their neck on the line and taking a risk.