I don't think it's wise to pay more for a business than it's generated in profits. So, I'm a little skeptically of buying a site that's only been around 18 months and they want 2.5x profit for last years profit plus what the owners taken out. If it's a fad,trendy, etc or a buy once product(ran out of customers) or highly dependent on one channel like amazon or google ranking your taking a pretty big risk. Also, if the owners putting a lot of time in on the sales and marketing side or operations side and your basically buying a job.