Habr is worth $1 million or $10 million?

I wonder how much is Habr?

If you pay for each user:

Habré now about 50-60 thousand users.
If each user is worth about $20
Habr costs about $1 million

And if you estimate the income, then:

Advertising resources:
Main: ($10+$13)/1000х1,5 million (per week)х52 = $1.8 million per year?
Secondary: ($7+$10)/1000х3 million (per week)х52 = $2.7 million a year?

Total (revenue): $1-1.2 million a year (at 20-25% occupancy)
EBITDA(60%): about 0.6-0.7 million$

The cost(Ala mail.ru): 15-20 x EBITDA = $10 million