What Constitutes A Good Bull?

In this article the author discusses increase in bull price in the U.S. He states that earlier a bull worth 5,000 dollars was considered rare, but today an average bull costs the same. He mentions that though their maintenance cost and other investments have increased, along with the prices, the price spreads between bulls have remained stable. He highlights that identifying value of a bull is difficult as one tends to include his marketing programs apart from genetic values.