People who buy premium bonds in effect do an NPV calculation which says that the bonds are worth more than #30,000 because there's the chance of a win. They then do a replacement-cost-of-assets costing which show that the bonds can be had for #30,000. They buy the bonds because the NPV approach tells them the bonds are a good deal. They do not pay more because they can replace the assets for #30,000 so they are better of doing that than paying somebody else a premium.
How about looking beyond the immediate future? Supposing guns were banned yesterday; what are the revenues of the gun shop in 10 years' time?
Alternatively, how would you value a dry-cleaning business which is on the edge of the current congestion zone in London? Those just inside the zone have seen their sales drop and their costs rise. There has never been a congestion charge in the area, though; does that tell you anything helpful?