In my city (Lyon, France) we look down at the rich people. So much that every time I go to a start-up pitch session, I hear words like "My goal is NOT to enrich myself, it's to serve the community" and the people make choices accordingly, such as belonging to a cooperative and not earning dividends, etc. It seems like an obligatory language to gain the support of the society in order to do our business. A striking example: my coworking space is awesome and the founders don't get dividends for it, apart from having a free office.