What about the intangibles that Don Draper might get by working on his car? What is the value of joy? What is the value a Zen experience? Of reconfirming once in a while that you can go beyond being a highly specialized cog in a machine fueled and greased by money? Or developing a bond with the thing that you spend much of your life in and tirelessly shuttles you around (Ever read Ursula K. LeGuin's Left Hand of Darkness?).
And Rory: There's a reason she was inspired with the idea, maybe something emanating from her soul. Also she eats there frequently... the place is part of her community, her village. Part of the problem with our world today is that we treat everything as business.
Sigh.