I just figure the math on a well executed template here. $40 times 300 sales over the coarse of a year minus envato commission and you’re looking at + or – $7200. Then think about a template that does more than 300 sales a year… you have the potential of making double or triple that.
Estimating $10K isn’t too far off.
Just figure your hourly. Think how many hours it’ll take to develop the site and then double it (no serious double it).
Of course not everyone can afford a $10K website. But maybe help them rethink the project. Simplify, or customize a AD template. The last thing I want any of my fellow flasher to do is work for pennies.