[bigstrat2003]

Unless you're going to otherwise be paid for your time, it is inaccurate to count it as a cost.

[dekhn]

Opportunity cost. free time has value.

[djbusby]

Waiting for my food at a restaurant is not "free" time.

Talking with friends in my kitchen while cooking (and drinking!) is "free" time.

[sanderjd]

This is a very "person with lots of leisure and socializing time" perspective.