Looks to me you are paying for some assets (parts of horses and gears and probably some other equipment), and goodwill. The goodwill includes existing business operations and practices, reputation (see mentioned tripadvisor ranking) and probably customer base (tour operator contracts, repeat customers, etc.)
If Robert C. wants to sell his Motocaribe business, you won't be buying the house where he has his office. You would be buying the bikes (aka horses in this case), reputation, customer base, operations procedures (e.g. where to go how when where to sleep and eat, existing supplier contracts, etc. so you don't have) to invent the wheel all over.
or if Robert W. decides to sell DR1, you won't be buying the building where the office is located, or the colo facility, or the Internet where DR1 business is ran! You would be buying the brand, the existing customer base, the traffic, (all of that referred to as goodwill) and maybe a server or two.
So I wouldn't say that in this case, it is paying lot of money for nothing.
So in this hypothetical case of Motocaribe being for sale, if the bikes were leased or financed, you would feel the same? Business should not be evaluated for purchase and price based only upon what the net assets are worth, but also based on existing income, cash flow, etc. It's called cash valuation. In case of DR1, I am sure the whole enterprise is worth substantially more than the servers it is being ran on.
So why couldn't the excursion business be worth money simply because of an existing income stream, regardless of net assets it owns?