How valuable are .eth domains to enterprise companies?

After watching the recent South Park episode (hilarious) about NFT's and Applebee's/Denny's… I started wondering how valuable these .eth domains would be to them over the next few years? It looks like both applebees.eth (not for sale) and dennys.eth (listed for sale at $842k USD/250 ETH) are on OpenSea.

Budweiser recently bought beer.eth for about $100k USD which seems like a deal should this momentum continue, considering beer.com sold for $7M in 2004 and Cars.com was sold/valued at $872M when the company was acquired by Gannett for $2.4B in 2014!

So, is dennys.eth a good deal where it is priced today, or worth less/more?! Love to hear your thoughts, and/or experiences!