I personally think of it as a pure human need to somehow feel superior to their peers. Sure, they have the same amount of money, but are how did they get them and can we make their status lower ( and at the same time ours higher ) by pointing to that. The in-group/out-group dynamic is at play for everyone including apparently people, who have a lot of money. If I was a more charitable person, I would say that is a good thing. It means they are still connected to the human race.

Note. By rich here I am talking upwards of 100MM although it would appear B would soon be replacing M as the place to be money-wise in terms of wealth recognition.