This is really a puzzle of words that contains deep meanings and can be interpreted in many ways. 

It means in life, not everything we see as important things like materialistic things really do matter. It doesn't necessarily mean that a bag or even a jewelry is worth millions that it can be counted as important. They said that good things are free. It is same as this saying. You can't even count happiness, the joy of giving, love and many other things we consider trivial. But let me say this, when they said you can't buy love, it means that important things can be bought by just money. Fulfillment cant be bought. So this leaves us to the notion that not everything that counts can be counted and not everything that can be counted counts.