This paper presents the results of a study which examined the premise that NASA's Small Aircraft Transportation System (SATS) concept will be seen as an economical alternative to automobiles, when considering the economic value of a traveler's time. Grounded in previous research into SATS Life Cycle Costs, Travel$ense software was used to examine three levels of cost of a hypothetical SATS aircraft versus that of an automobile, traveling among city pairs in Florida. On the whole, NASA's premise about the contribution of the value of time, to the validity of the SATS concept, received qualified support. Without considering the value of time, the SATS aircraft was not found to be economically competitive with autos. When considering the value of time, SATS emerged as an economically viable mode of business transportation.