Can you give an example of great personal utility being conveyed by using a self-help website for some other purpose?
I derive noninstrumental value from thinking about decision-making in new and different ways. For example, I don't know if it's useful exactly to sharpen my ideas about ethics, but it's stimulating and pleasant.
A number of contributors here are good writers, and I enjoy reading their work. I particularly enjoy reading prose from Eliezer and Scott, even if it doesn't help me in any direct way.
[Summary: Trying to use new ideas is more productive than trying to evaluate them.]
I haven't posted to LessWrong in a long time. I have a fan-fiction blog where I post theories about writing and literature. Topics don't overlap at all between the two websites (so far), but I prioritize posting there much higher than posting here, because responses seem more productive there.
The key difference, I think, is that people who read posts on LessWrong ask whether they're "true" or "false", while the writers who read my posts on writing want to write. If I say something that doesn't ring true to one of them, he's likely to say, "I don't think that's quite right; try changing X to Y," or, "When I'm in that situation, I find Z more helpful", or, "That doesn't cover all the cases, but if we expand your idea in this way..."
Whereas on LessWrong a more typical response would be, "Aha, I've found a case for which your step 7 fails! GOTCHA!"
It's always clear from the context of a writing blog why a piece of information might be useful. It often isn't clear how a LessWrong post might be useful. You could blame the author for not providing you with that context. Or, you could be pro-active and provide that context yourself, by thinking as you read a post about how it fits into the bigger framework of questions about rationality, utility, philosophy, ethics, and the future, and thinking about what questions and goals you have that it might be relevant to.