Yes, the consumables are included into WBL calculation and you're expected to 'pay' for them at the character creation.
No, that does not mean that anybody is expected to use the consumables. You may not even have them, despite that the relative cost of low-level potions and scrolls is negligible at higher levels. In a certain sense they are free - when we're talking at 760k gp wealth for level 20, 50 gp for a potion is essentially free.
The opportunity cost, I believe, cannot be calculated in general, since the alternatives to using a consumable a highly dependent on circumstances.
For the purpose of estimating treasure given out during play, WBL should be calculated as the sum of the treasure given to players, not the sum of the treasure they still have on hand. Thus it will include the consumables they bought and consequently spent, and therefore the group which spends a potion of Heroism each encounter, as per your example, has exactly the same WBL as the group which conserves their consumables (but probably less cash or permanent magic items).
While the following DMG quote (treasure, p51)
Table 3–5: Treasure has been created so that if PCs face enough
encounters of their own level to gain a level, they will have also
gained enough treasure to keep them apace with the wealth-by-level information found in Table 5–1: Character Wealth by Level
(page 135). Just as gaining a level requires between thirteen and
fourteen encounters of a party’s level, so too fourteen average rolls
on the table at the party’s level will get them the treasure they
need to gain the appropriate amount for the next highest level,
assuming that the PCs expend some resources such as potions and
scrolls during those encounters.
seems to disregard some consumables in WBL calculations, I personally find this inherently incorrect, as it allows for certain abuse.
For those willing to give the players some spending money for consumables, I suggest that the difference between WBL by table 5-1 and WBL by average encounter treasure (as noted by @Ernir, this difference is noticeable) was used for this purpose.
(This is actually suggested by DMG itself, p54)
As you can see, rewards using these tables generate more wealth than indicated. We assume characters use up that additional money on expenses such as being raised from the dead, potions, scrolls, ammunition, food, and so forth.