My initial thoughts are:

- Exclusive rights to the brand name. [You mean you invented the name and you're going to let me use it?]

- Ownership of dot-com domain. [£3/year]

- Professionally designed logo. [search for "logo" on google, find one you like, try and copy in Inkscape like I did [1]. It's not gonna be brilliant but it will probably be as good as the ones shown and you can change it later when you're earning £££'s]

- One page business plan. [Download a business plan template, fill in the questions. Fair enough though, this guy might be a genius at this stuff but I'd need to know a LOT more before spending $500]

- One hour personal consultation. [I can talk business-y stuff for an hour too. Especially if I've got a one page business plan I can go through point by point.]

And let's say that the person selling these is a professional entreprenuer with the correct experience, and that these are a bargain because you're going to get invaluable advice on starting up. Well - he/she hasn't done a very good job of conveying that on the site itself....?

[1] - http://simplyapped.com/ (haven't finished this site yet by the way)

Isn't this kinda like the patent troll concept?

Very cute; but the pricing seems a bit low. I'd expect your support, your backing, your advice. You're never going to fit a good logo design + domain name + advice in there for that little money.

For example; I own videoview.com, with a cute matching logo (http://howtowriteabusinessplan.com/wp-content/uploads/2012/0... ,) which I'd be interested to hand over because of a trademark dispute for the exact thing we were using it for (recruitment video interviews.)

I'm pretty sure you can create a successful business off of that domain, but there's no way in hell it'd go for $500.