I like to think players can be made to care about these things, if only enough information can be made available for them to make a choice. I know that 4 g.p. a night doesn't sound like much to hit a player character with (+ 3 g.p. for their horse), but over a month that's something like 500 g.p. for the whole party.
And I continue to think about a rule where the players can experience a boost of some kind, a sort of "happiness" bonus, upping one of their stats by +1 (perhaps making it the players choice) if they can get hold of a random luxury (which would mean compiling a list). This would include anything from finding oranges available or smoking tobacco, eating a pie, using a perfume or incense, getting hold of a certain kind of wine or - from the list above - having had a massage in the last few days. I have this rather big list of stuff to make a table from that could include perhaps 200 things - some fairly common and others just damn near impossible to get unless one goes to the source of that thing.
Just one more idea for inspiring character adventuring.