They're very base people who go through life seeing only price tags, and tallying worth only in dollar figures. They act like life is a video game and money is the score.
It's a shallow life, devoid of the appreciation of all the wonderful things available, and in my estimation, barely living. It's just existing as a robot does.
Why spend vacation in Fiji when there are sunsets in Fresno, too?
I think it cuts both ways though — there are those who will exaggerate or outright fabricate subtle differences in order to justify their expensive purchases, and also those that will deny real differences because they think everyone is just doing the first thing.