There's a difference between the initial example and watching a movie. That's what I summed up with "there are other factors (than money)". If I'm only interested in the _outcome_ and I treat the way to achieve it as work, I definitely weight the time cost vs benefit (and I am not a freelancer). If it is something I enjoy doing (which may or may not be true for the initial example), I'll take this into account as well. Time is a limited resource, and I treat it as such.