It's worth a lot if you can teach someone the system. But there are many factors left in the guess-work for a buyer. Like what keywords are being used (you're not likely to share those with anyone) and the huge insecurity in Google might raise the bid price on those keywords anytime and thus instantly voiding any profits.
Wit the right buyer, I guess you could shoot for some 10-12 months income, included that you do not compete with the buyer with those keywords/campaigns that works for this site for at least double the number of income months you're selling for.
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The truth is not affected by the beliefs, or doubts, of the majority.
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