I don't love this example because enjoyment of the object isn't really a cost. If I buy a book or a videogame or a movie, the time it takes to enjoy the media is the value, not the cost.
If you're talking about maintenance and upkeep on your car, that is a different type of cost that has to be weighed against the cost and time expenditure of a bus pass or whatever your alternative was.
In other words I feel like this is a catchy phrase that kind of falls apart once you start to dig at it.
Near as I can tell, there are certain communities that have a "rule" that every time you browse that community, you must post something before you leave. This leads to a lot of low effort shitposting that I guess some people find fun but I just blocked those communities so my /All feed wasn't cluttered.