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I think it also depends on the character of the person, but from my personal observations the really wealthy individuals don't need to show it off, they are quite discrete about it, especially if they are into building generational wealth. Some of the new money and the ones who want to appear they are richer than they really are are more likely to show off their wealth, sometimes to the point of leading them to (personal) bankruptcy instead of a higher tier of wealth.
RE: Why are rich folks scared to admit they're rich?