While I agree that time is not always money, I don't think the phrase is a misnomer. It all depends on the angle you're viewing things from. If I spent 2 hours to get a product for $100 instead of paying $250 for the product, it means I used 2 hours to make/save $150, which is cool.

Furthermore, when people spend hours to research a product before buying it, their top priority is often "the best deal" in monetary terms. Other factors can follow. Nevertheless, the entire piece is interesting.