The OP gives two examples of market pricing - the market price for a website, and a perhaps more subjective price of acquiring a marketable skill set. The question of how to value cashflows to determine a market price has been pretty well studied. The fundamental theorem of arbitrage-free pricing basically boils down to saying that to avoid arbitrage possibilities in pricing, risk-adjusted cashflows must be discounted at a risk-free rate.

The scope of this theorem is continuously traded securities; it seems reasonable to apply inductive logic to extend this result to any commodity well modeled by a Walrasian auction. This would include, I think, a marketable skill set.

When the OP talks about 'my discount rate', he must be referring to his personal preferences - i.e., his utility function.