Yep, collector value is only in the ASE, if you sell it through a coin shop they are likely to pay around spot, or $23-ish, if you stick it on eBay you might be able to get $35-40 for your ASE and the rest is numismatically worthless, but you've got nothing to lose by sticking it on eBay.
A good rule of thumb when buying coins are:
1) Avoid paying collector prices for non-Mint issues. If it is made by a "mint" other than the US Mint, Royal Canadian Mint, Royal Mint, Australian Mint, etc. it is likely to be nearly worthless to collectors. Such "mints" like the Franklin Mint, National Collector's Mint, the Pobjoy Mint, Northwest Territorial Mint, etc. Now, most of these mints do produce coins in gold, silver and platinum, these coins are great if you can pick them up for spot or under, but you shouldn't buy these things as collectables (although if you are willing to do the research, some of these coins can be slightly collectable such as earlier Franklin Mint issues and some Pobjoy mint issues).
2) Avoid paying collector prices for countries you've never heard of. In general, the more demand there is for a coin, the easier it is to sell and the more value for a coin in the same scarcity (for example, since there are more people collecting Mercury Dime issues than coins from the Isle of Man, a 1916-D Mercury Dime will sell for more than a coin from the Isle of Man with the same composition, scarcity and condition).
3) If it doesn't say NGC or PCGS (and to a lesser extent ANACS and to a much lesser extent ICG) don't buy the coin for a premium just because its slabbed and don't rely on the grade on the holder. Anyone can create a business and grade coins and sell you Morgan Dollars that say MS-66 on the slab but are really MS-62 coins, so buy the coin and not the slab. Learn how to grade for yourself. Now, of course that Morgan is still worth what any other MS-62 Morgan is worth, but it certainly isn't worth the hundreds of dollars that the coin would be in MS-66.
4) There are bargains to be bought... but only on the higher end of things. Unless you get really lucky with a rare die variety or something, the worn, common-date large cent you bought for $5 just for your type collection will be worth $5 a few years from now and you are unlikely to ever sell it for more (and sometimes it might be hard to break even!) on the other hand there are bargains to be had with the higher-end side of things with numismatics, for example, you might be able to buy a high-end Morgan dollar for $800 and sell it for $1,300, but you really have to know your stuff!
5) Collect what you like, but don't overpay. There's nothing wrong with collecting Franklin Mint stuff, there's nothing wrong with having a collection of silver-plated copper bars, but there's no point in paying $200 for a $20 collection.