I think that offering something that you are comfortable with but also considering ROFR is good advice.
Also, it depends on how long you are willing to wait. We wanted BWV and had a dollar amount in mind. It took us 4 different tries to get an owner who was willing to sell for our price.
But, there are also people who are not in a rush and willing to try to snag that great deal, even if it is below what is passing ROFR, and hope for the best.
Good luck!