Communicating from whom, to whom, for what purpose?
1) If I'm talking to myself about whether I should be in a 401k at all, I might say something like "My employer match is an instant, one-time 50% return on each of my contributions". That helps me understand why 401ks are usually good deals, even if the funds aren't the greatest. If I were talking to someone who might take my advice, I might say something similar.
2) If I'm talking to myself about which funds I should be in, I'll ignore the employer match.
3) If the funds are so bad that I'm beginning to think the conventional wisdom in #1 may not apply, I'll sit down and do an actual calculation of how long it would take me to make up the difference if I just took my salary and invested in an outside fund. In that case, I certainly include the match in the calculation.