And that's without counting the level 2 / 3 benefits. Hard to measure, but one of his customers or people having read that blog might offer him a good job one

And that's without counting the level 2 / 3 benefits. Hard to measure, but one of his customers or people having read that blog might offer him a good job one day, or start something with him/her. All time spent can't just be measured straight in money / hour can it. In any case, if he's happy and proud of his project that's the worse I wish him