I like being alone. I have control over my own shit. Therefore in order to win me over your presence has to feel better than my solitude. You're not competing with another person, you're competing with my comfort zones.
Truly ‘rich’ people need less to be happy. Live a comfortable life, not a wasteful one. Do not spend to impress others. Do not live life trying to fool yourself into thinking wealth is measured in material objects. :)