What the next person would buy it for. Maybe you buy it for the memes but it doesn't mean another would afterwards.
I could have bought bike shop, or an apple.
That value wasn't associated with that specific item. It's an arbitrary choice.
The issue is that buying something for the memes isnt worth less, it's 'what you are actually buying'?.
If I arbitarily decide to buy an apple for $10 that I could have bought for $1, what did I actually buy with the $9.
Publicity? Goodwill?
I don't believe I only bought an apple, even from the person I bought it from.
Now he's been pursued by the press to comment, and he's the guy that sold that thing for $X for the rest of his life. I bought that from him too.
If I paid the market price, that doesn't happen.
So what did I really buy?