Mapel.com is a one word easy to remember domain name.
It currently receives around 400 visitors a month, that is almost 5k visitors a year. Google shows over 60k monthly searches for this term, with an average cost/click of 0.73 cents. That is 3500$ a year in average ad costs saved, and these stats are for a parked domain. With content you can easily rank number one in google, and get over 250k organic visits a year ( assuming 1/3 of yearly google searches). That is over 150k in advertising cost savings.
The 25k current cost is a steal if you add up the SEO and organic visitor benefits. Great for building a whole brand around it.