Your own time is worthless if you’re not spending it doing something that makes more money. You don’t make more money increasing your productivity for work when you’re expected to work the same number of hours.
Fortunately, there was enough work to be done so productivity increases didn't decrease my billable hours. Even if it did, I still would have done it. If it helps me help others, then it's good for my reputation. Thats hard to put a price on, but absolutely worth what I paid in this case.