I understand your thought process. But a performance shop's core benefit is providing a better performing car to its customers. A shop that focuses on encouraging people to hang out with free wi-fi is deviating from its core benefit. Do you want this to be a shop or a hangout spot? A place that tries to be both is going to convey a mixed message to its customers and lose some because of it (something that Starbucks is also guilty of).

Oh and, a business' first priority is to be sustainably profitable. Making decisions that dont "translate to increased money" on a long-term basis is a good way to end up like Driven Concepts.