Wealthy people will always pretend they are broke so they can spend less. Just look at the american sports owners that trick the people into paying for their stadiums. Wealthy people always act like they are a mom and pop store, a family owned small business just trying to make it in tough times. As Chris Rock says, there is a huge difference between wealthy and rich. These owners are wealthy, and they are selfish as fuck, and frankly, responsible for most of the bad things in the world.