Part of the problem is that most people will spend most of their time around people of a similar wealth level. They will therefore always be around people richer than themselves and generally see less people that are much poorer (at least in a personal context).
This means that ‘rich’ people don’t feel rich. (Unless they are self aware enough to realise it). It also means that your references for morals etc are now other rich people rather than ‘normal’ people (although it’s normal to them!)
Therefore, they always want to acquire more money, and their references for how to go about that are the richer people who have already done similar things.