Ben Pieratt's hessian brand - Spec work or good way to drum up business?

Ben Pieratt is a designer who has created a full brand for hessian. It doesn't exist but he's hoping to sell it for $18,000.

Included is:

• Name
• URL
• Twitter account
• Tumblr account
• 20+ logo & other designs
• 10+ t-shirt designs
• 8 repeating patterns
• 1 website theme
• 1 app user interface theme
• 5 app icons
• Brand book w/ guiding principles
• 30 hours custom design time (for transitioning the brand to buyer's needs)

Hessian