I should add I would include the full load of the appliance in the feeder calc, but instead of zero demand factor, I would apply the general purpose receptacle demand factor.
I'm not sure this is allowed. Based strictly on the language of 220.44 and 220.14(H) and (I), I would agree with you, but the commentary for 220.44 is making me second-guess. For the benefit of those who don't have an NEC handbook handy, the commentary says the following:
Section 220.44 permits receptacle loads, calculated at not more than 180 volt-amperes per strap, to be computed by either of the following methods: 1. The receptacle loads are added to the lighting load. The demand factors (if applicable) in Table 220.12 are then applied to the combined load.
2. The receptacle loads are calculated (without the lighting load) with demand factors from Table 220.44 applied.
The issue I have is that 220.14(H) and (I) say "not less than 180 volt-amperes", while the commentary says "not more than 180 volt-amperes". I realize that the commentary is supposed to be informational only, but my experience is that AHJs tend to treat the commentary as part of the Code (they do the same with fine print notes). Bottom line is, if the OP's AHJ interprets it the same way mine does, he may only be able to apply the demand factor to receptacles that were calculated at 180VA.
All that being said, the rule of thumb I usually go by is if a load is large enough to warrant its own circuit (vending machine, refrigerator, microwave, photocopier), I show the specific load on the panel schedule and don't apply the demand factor. Otherwise, I just call it a receptacle with a load of 180VA, and go ahead and apply the demand factor. I never know what exactly is going to go on each person's desk, so I couldn't really account for each PC, desktop printer, radio, electric pencil sharpener, cell phone charger, etc. anyway (I think that's the point of the 180VA per receptacle rule -- you don't know what's going to be plugged in).