It seems to me that there are 2 groups of people in the world - those who take watches too seriously & everyone else.
While the former, having just been willed dead uncle Wilfred's DRSD (also DOA), would do whatever it takes to get the timepiece running again, the latter group, I believe, upon hearing the costs Rolex charges to revive it, would either eagerly post the money-maker on ebay or, if sentiment trumps greed, toss it (ever so lovingly) into the bottom of a safe/drawer/cupboard & live with the knowledge that uncle Willie's ticker -- the 1 that remains above ground -- is well taken care of.
Restoring vintage/collectible watches, as is the case with vintage/collectible cars, has always & will always be exceptionally expensive. This I know having spent several years restoring vintage/collectible cars &, now, (mainly Rolex) watches. But, when I began this thread, I was thinking more of the average, modern Rolex & the increasingly prohibitive costs Rolex levies against the average Rolex owner for regular maintenance. In previous years, an owner always had the option of taking his/her Rolex to an independent, Rolex-trained watchmaker, who, while perhaps not within the official Rolex service network, was still able to access it for parts. Sadly, with Rolex's recent clamping down on these independents, that option no longer exists. Or, at least, the door of opportunity will close as each watchmaker's parts supply runs out. Imagine having to sell your 5 year-old Datejust or GMT because the AD never made it clear that Rolex recommends (& requires, if you want them to honor the warranty) overhauls (that only Rolex can perform) every 5-7 years, the cost of which may soon exceed the purchase price of the watch. Even for Rolex, which has often been known to try to squeeze every last cent out of their customers over the years, that is pretty poor.