> in the accounting world, "good will" is an acknowledged asset class that exists. It's not always a good idea to "monetize" all of it, even from a strictly homo econ[omic]us business shark point of view.

Is this true? I'm familiar with an accounting concept called "goodwill", but as far as I ever learned "goodwill" is just the label given to prices that are higher than the fundamentals appear to justify. By that definition, in order for goodwill to exist, it must already have been monetized.