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Isn't that very sad for the customers?

I don't see why. My experience in selling websites in the past (sub-$100K so I could just go through Flippa) is that the new owners never add anything, keep the site up for a year or two to recoup their money, then shut things down. I'm still hosting services I wrote as far back as 1998 (as Perl CGI scripts).

Thing is you don't want to sell to a nontechnical owner. I've sold apps in the past where it all just died, because the purchaser did not put in any effort.

You want to sell to a party who will run it as if it was their own product (or who will hire a capable team to expand it further). That is possible for a $400k ARR product, but much harder for a website doing say $50k through one-off sales.

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