I agree that we all spend on what is relevant to our primary business. Some people think it's crazy to spend $200 on exercises traps or $70 on a medicine ball or $90 for a specific type of yoga mat or $500 for nutrition/training courses but that's what I do.
The publishing/media aspect of my job is secondary and I still spend $600 a year on web hosting and tools plus another $350 a year for email marketing services. I wish there was money in the budget for everything but being a small business owner means you have limitations.
If there was a small biz fairy I would ask for a 5 man camera/film editing crew, and a desktop publisher to do all the work for me then I could just focus on the fun stuff (creating workouts, writing, doing keyword research). Being able to outsource is one of my goals for next year.