You are forgetting about customers. I own no companies and work for one company, but I am a customer of many. A personal cost/benefit analysis like the one you're describing would have to take that into account.
Besides, what's important is that the benefit outweighs the cost. If the cost is required to stay in business, then it's probably important enough to incur. Remember: someone's going to be paying that cost and it's clearly worthwhile to them.
Costs and benefits don't usually add up to 0. If they did, everything you do in your life would be absolutely irrelevant. The trick is to chose things with best cost+benefit value, and if it's not easy to express all costs and benefits in a single unit (because it may be hard to estimate them), then you chose so that you get costs and benefits you like the most.
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