Often times forces acting on behalf of the rich will demonize consumerism (sometimes known as materialism).  They want to drill in your head the idea that money doesn’t buy happiness.  While it doesn’t guarantee happiness, it does give one fertile ground where happiness can bloom.  The happiness one gets from being rich often is derived from the life satisfaction one feels because of being successful vocationally.  Part of this is simply the ability to keep company with the friends one always had.  Also since in America the state religion is consumerism, there are little gifts of affirmation those around the rich person bestow on them.  For example my big brother has a nice car and once a car full of girls was smiling and challenging him to a race.  Little bits of affirmation like that are a godsend to those of us who suffer from insecurity and depression.