How does one go about selling their URL? Can someone even sell it or does the subscription company own them? I see URLs up for auction on ebay all the time...that's why I ask
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It depends on how it's registered. Some shady providers in the early days "registered your domain for you" and retained the rights- but beyond that anyone registering a domain "owns" it- and can transfer it to different servers, or sell it.
Although the marketing of domains is real over rated- since few since the early days have sold for any serious funds. Usually a better thing is to setup a service/site, get established- and then sell the domain and the whole site and related names with it.
For example, I've been offered serious funds for my whole site, but the domain would probably fetch me little.