This is not the mystry you make it seem. Maslow laid it out for us a long time ago.

"physiological", "safety", "belonging and love", "social needs" or "esteem", "self-actualization" and "transcendence"

Most people in the developed world seem to be caught at "social needs" or "esteem" and don't seem to move beyond that. Of course, some are still not even there yet but so very few, even billionaires still seem to be hung up on "esteem." It would seem that will that kind of money you would not care what people think and would be looking to transcend the material world.

TEK