I recognise that we can only have this discussion in the context of a certain degree of wealth and ease. I have said before, elsewhere on Urban, that no-one here is truly broke - we all have at least enough cash to be able to access a computer, and the necessary electricity; we are not too hungry or cold to sit in leisure and tap out answers to strangers.
Money is only a metaphor, in the end. It stands in for the things that are more precious: time, labour, energy, and the material things of necessity like food, shelter, etc.
It is, in fact, "only" money, meaning that it is paper and coinage, with which nothing can be done. It just stacks up in your pocket, or in the bank.
What is of value is the thing for which it can be exchanged, or for which a person has invested their time/labour etc.
When people say "I can't do it" or "I won't do it" because of the money, they are really saying I don't want to make that effort, that swap, that bargain. What is underlying the transaction (or refusal to make the transaction) is often very subtle and tricky to identify. It might be power, or some other intangible part of human interaction. It might stand in for sexual favours, or social position, or instance.
If someone says "It's only money", I suspect that some of the time, at least, they are finding an excuse to spend it, or excusing some profligate choices. In the same way, these people might say "Well, you can't take it with you"; or "Easy come easy go" or some variation thereon.
I also think that a person who habitually says "It's only money", is likely to be generous with their time, and energy, someone who does favours for people, who understands that social networking is about being open, kind, generous, and even perhaps altruistic. Those individuals who are prepared to share their money (after all, it is "only money") are the same who will share their time and attentions. They will be generous with their time when broke, and generous with their gift giving or round-buying when flush.
Conversely, those who are less likely to share their time and energy, are also, I suspect, those who think of money as something to be hoarded and accumulated.
Money as a metaphor, you see; a symbol, signal, stand-in, as an expression of who we are and what we feel within.